2. 1. SUMMARY
We show people in the Czech republic
how development cooperation helps to
build not only houses, schools, hospitals
or water wells but real HOMES. Homes
which people do not want to a do not
need to leave. Homes they want to share
with others – via Airbnb. By using Airbnb
preorders for future homes we show
people the long term effect of
development aid and give people in
developing countries another source of
income.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
To promote the process of development
cooperation and making future homes possible
we want to initiate a wake-up moment.
The whole campaign is started by breaking
down “homes” of online alter egos living in Fb
YT and Instagram. This hack lasts 20s during
which people are delivered with a video
explaining what development cooperation is.
This video message is carried out by two
ambassadors that people respect and admire-
Leoš Mareš and Vladimír 518.
The “home button hack” is uniting all the social
media platforms. Each platform communicates
the core of developing cooperation from a
different angle. Furthermore, all social media
are connected by our ambassadors.
The campaign culminates by cooperation with
Airbnb.
It demonstrates that people living in developing
countries are able to improve their homes that
they feel proud and want to share it.
SOLUTION
1.Step – get attention
Immediate impact campaign „home button
hack“
By changing familiar ways of using social media
we want to communicate the differences in
what is considered to be a home in developed
and developing countries
Fb, Instagram, YT – clicking home button causes
page break down/video takeover – only thing
left working is our 20s video with explanation
what is the essence of home here and in
developing country.
2.Step – amusing education
Through set of short videos with our
ambassadors we spread tips about home
improvement with connection to development
aid myths.
Fb, YT – sharing videos, promoted video posts,
preroll ads
Instagram – Real Instagram
3.Step – Airbnb future home preorders
The long term effect of development aid is
shown through the future accomodation offers
on Airbnb site.
Fb- special bonus credits for sharing with
friends
HOW DOES IT WORK?
YOUR HOME IS WHERE YOUR FUTURE IS
What are the essentials of a home? Safe
environment! Namely food, drinking water,
health care and education for kids. In a nutshell
– A FUTURE.
People from developing countries have limited
sources to create their homes. Despite their will
they are often forced to leave their homes.
Development cooperation means creating
sustainable homes and communities. It can
reach such a level, that those people are really
proud of their homes and invite others to share
it with them… through Airbnb.
Our target audience is young, likes to travel
and uses Airbnb to search for temporary
homes. They understand that a help is needed.
However, they are confused what development
cooperation really means and believe in some
myths. By the tool they love to use (Airbnb) and
ambassadors they admire we are going to
deliver the message.
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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5. 4. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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6. 5. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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7. 6. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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