5. BEHIND THE BRAND
WHAT We did a why, how, what
workshop with some key
HOW
stakeholders to discover what
it about THE WILD that
WHY
HOW
makes people feel amazing.
6.
7. HOW TO USE THE BRAND
THE WHY:
THIS IS THE HEART OF YOUR BRAND. IT'S YOUR VISION, YOUR MISSION, YOUR
REASON FOR BEING. USE IT EVERYWHERE.
THE HOW:
THESE ARE YOUR BRAND VALUES. USE THEM TO CREATE ANYTHING YOU WANT –
CAMPAIGNS, MARKETING, INSTALLATIONS. STICK WITH THESE, AND YOUR BRAND
WILL STICK TOGETHER THROUGH ANYTHING.
THE WHAT:
THE WILD HAS THE BEST PRODUCT IN THE WORLD. IT I S THE WORLD. IT'S THE STAGE AND
THE PROPS OF ANYTHING THAT'S NOT FROM OUR HANDS.
10. The what:
GET LOST
GET A WILD CARD
GET IN WITH THE OUTSIDERS
11. THE WILD: LIFE'S BETTER OUTSIDE
ADVENTURE TRIBE WILD
EVERYWHERE EVERYONE EVERYTHING
Your adventure: Your friends: You're wild:
your rules your tribe you're unlimited
-- -- –
Make your mark Belong to bigger Let go. Exhaust
-- -- yourself
Get more from the wild Share your battle scars --
Get lost. Find yourself.
GET LOST: natural footstep that lead to THE WILD
GET A WILD CARD: geo-caching rebrand
GET IN WITH THE OUTSIDERS: partnerships
12. Challenge
“How can we lead kids to nature?”
We know taking that fi st step in natural places is the hardest. But once kids fi d the trail
r n
their journey and relationship with outdoor places is self-sustaining.
This campaign aims to:
- Help kids co-discover nature spaces
- Unite kids through the joy of wild experiences
- Channel kids energy into existing outdoor experiences and organisations
13. The Invitation
1. Find your tribe!
2. Find an elder…
5. Receive your tribe pack
6. Log your wilderness games
14.
15. Campaign Plan
Build
Communicate Phase
1 Phase
2 Phase
3
<---- Bulk order moss growffiti spray
-- Stencils
TIM Plant geocahes
E Build website
---- Produce communications
Recruit 50 outsider orgs for offers
Massive Comms push:
documentary, ad campigns etc.
Celebrities
Kids magazines
Schools engagement
Social media
Sign-up 200 tribes
Get
lost,
Get
Found
Launch campaign
Sign up 150 tribes
Get
a
Wild
Card
Sign up 100 tribes
Get
in
with
the
Outsiders
Sign up 50 tribes
16. Monitoring
No. of tribes signed up: total target 500 (breakdowns as above)
No. of outsiders signed up: Minimum 50 target 100
Wilderness games: scores and status of tribes for wilderness
experiences. Eg. parkers to discoverers
Website traffi , stats and social media: ?
c
