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Young Lions 2012 - Let's our collegue backt to the stage
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Young Lions 2012 - Let's our collegue backt to the stage

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Soutěžní prezentace, se kterou jsme s Honzou Valuštíkem vymysleli na Young Lions pro Konto bariery a vyrazili s ní do boje proti 25 kreativním týmům českých reklamních agentur. Umístili ...

Soutěžní prezentace, se kterou jsme s Honzou Valuštíkem vymysleli na Young Lions pro Konto bariery a vyrazili s ní do boje proti 25 kreativním týmům českých reklamních agentur. Umístili jsme se na 4.-7. místě.

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Young Lions 2012 - Let's our collegue backt to the stage Young Lions 2012 - Let's our collegue backt to the stage Presentation Transcript

  • Let’s  get  our  colleague  back  to  the  stage.   Artists  for  artists.  
  • Big  issue  How  could  we  convince  10  million  people  that  we  do  the  right  thing  with  budget  1  million  crowns?  We  don’t  have  to  convince  10  million.  It’s  enough  to  convince  500  people  and  they  will  do  the  rest.  500  famous  people.    
  • The  campaign  that  targets  to   artists   We  have  changed  our  target  audience.     We  will  show  the  artists  that  it’s  their  problem  too.  We  will   engage  them.  Artists  for  artists.        “Let’s  get  our  colleague  back  to  the  stage”  
  • Our  strategy   2.  General  public  1.  Artists  are  great  medium  They  will  severalfold  increase  our  budget!     3.  Potential  donors  
  • 1.  Artists   How  to  engage  them  -­‐  To  show  them  the  story  about  their  artistic  heroes  of  their  childhood  and  about  our  project  House  of  four  Muses  -­‐  Artists  for  artists            -­‐  Jan  Svěrák  becomes  an  opinion  leader  -­‐  personal  tone  of  voice  -­‐  Direct  message  after  the  performance  -­‐  Your  biography  -­‐  t-­‐shirts  -­‐  Microsite  about  the  project  House  of  four  Muses  -­‐  Social  media  
  • 2.  General  public  People  love  artists  and  they  trust  them  Artists  act  at  Tv,  newspapers,  youtube,  concerts  and  so  on  where  they  can  promote  our  message  “Let’s  get  our  colleague  back  to  the  stage”  via  t-­‐shirts,  interviews,  young  musicians  (Nightwork)  could  compose  a  song…  We  make  a  buzz  by  PR  It  severalfold  increases  our  budget    
  • 3.  Potential  donors  Artists  and  general  public  together  create  awareness  about  the  project  Direct  message  from  our  artists  with  invitation  to  very  special  event  We  create  great  icebreak  –  special  performance  at  the  Bránický  dvůr  for  our  potential  donors      
  • Budget  and  timing  Timing:  At  `irst  to  engage  artists  and  then  general  public     July  2012  –  February  2013  Special  event  and  icebreak               April  2013  Budget:       950  000  Kč  
  • Summary  How  could  we  convince  10  million  people  that  we  do  the  right  thing  with   Artists  create  awareness  about  the  budget  1  million  crowns?   project  via  Tv,  interview,  concerts,  We  don’t  need  10  million,  it’s  enough   performances,  it  makes  buzz.  500  famous  people.   They  severalfold  increase  our  budget.     General  public  listen  to  artists  because   they  love  them  and  learn  about  House   of  four  Muses       We  create  the  campaign  that  targets   to  artists  “Let’s  get  our  colleague  back   to  the  stage”.   We  engage  them  because  it  could  be   their  life  story  too.   Potential  donors  love  artists  too.   Artists  for  artists.   After  that  we  invite  them  to  special   event,  performance  at  Bránický  dvůr   just  for  them  where  our  artists  act.  It’s   great  icebreak.       Goals  of  the  campaign   -­‐  e  create  a  community  of  artists   W -­‐  hen  we  use  them  as    our  “medium”,  it  makes  buzz  and  it’s  creative  way  how   T to  severalfold  increase  our  budget   -­‐  everybody  loves  artists  and  listen  to  them   E -­‐  pecial  event  will  be  great  icebreak  to  get  money   S