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Yl17 cyber 15

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Yl17 cyber 15

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Yl17 cyber 15

  1. 1. YL2017_cyber_15   1  
  2. 2. 1.  SUMMARY   Prague Pride is an organisation best known for its summer festival, mainly prominent for its Pride parade happening annually since 2011. The festival is targeted towards not only LGBT community but the mainstream population as well. In the year 2016 more than 40,000 people attended the Pride Parade. This year’s topic is equalization of the marriage institution. We want to talk mainly to 55% of Czechs – people who are not against LGBT rights equalization, but hesitate when it comes to The Act of supporting. We talk to people over 30 years of age, actively using social media. We decided to use three channels and avoid being pioneers in using newest social media trends. We believe that our people want clear, funny, strong and direct message that would make them think and later decide. SUMMARY  PICTURE   INTEGRATED  SOCIAL  MEDIA  CAMPAIGN    SUMMARY  (Max  150  words)   YL2017_cyber_15   2  
  3. 3. 2.  WRITTEN  SUBMISSION  OF  THE  CAMPAIGN   Using three social media platforms to show our target group that their fear of the unknown is more funny than justified. In the main video we show people how absurd sometimes our fear can be and we explain that in the end of the day, if they support LGBT marriages, nothing much will change in their lives. Like this we answer their biggest doubt – Don’t worry, you’ll just make a few thousands people happier, but besides that… NOTHING’S GONNA HAPPEN. (NIC SE NESTANE.) To spread the idea we want to use newest options of communication, but more effectively than “wowely”. WHAT  IS  YOUR  SOLUTION?   (Max  150  words)   Phase 1: Hero video making us laugh down our fear right into its’ face. We’ll use Facebook to create awareness and reach the most people. We’ll also bring their attention to upcoming pride in Prague. Phase 2: We continue in sharing questions with obvious answers to make people think – Yes, it’s that simple! Nothing’s gonna happen actually. We’ll spread the word mostly on Instagram and YouTube bumper ads. Phase 3: We get people ready to join the Pride (and the discussion). We create livepolls with “crucial dillemmas”. Users can also present their opinion with frame studio filter. HOW  DOES  IT  WORK?   (Max  150  words)   More  than  half  of  Czechs   think  LGBT  people  should   have  equal  rights,  but  also   doubt  when  it  comes  to   stepping  up  for  rights  of  LGBT   community.   They  can’t  imagine  the  real   impact  of  possible  equality  on   the  society  and  their  lives.   They  also  feel  unsure  when   answering  the  quesRon  “Why   would  you  support   them?”  (LGBT  community)   CREATIVE  INSIGHT   (Max  150  words)   YL2017_cyber_15   3  
  4. 4. 3.  THE  USE  OF  3  SOCIAL  MEDIA  PLATFORMS   KICKOFF VIDEO LIVEPOLL ATTRACTIONS FACEBOOK   BUMPER ADS - STRATEGIC CHANNEL TO RETAGET OUR AUDIENCE. YOUTUBE   SCREEN TOPICS FROM VIDEO SERIES OF PRESUMPTIONS INSTAGRAM   YL2017_cyber_15   4  
  5. 5. 4.  THE  USE  OF  FACEBOOK   VIDEO   We  ask  a  quesRon  and  answer  it  with  ironical   hypothesis,  supported  by  images:  “You’ll  slim  down   drinking  beer…  You’ll  be  less  aVracXve…  You’ll  start   loving  your  job…”  In  the  final  shot  we  say:  “But  most   probably…  nothing’s  gonna  happen.”     LIVE-­‐POLL  SERIES   We’ll  show  people  the  same  two  pictures  and  let   them  vote  with  symbols.  “This  is  a  bunch  of  bananas   from  LGBT  equal  world.  Another  bunch  is  from   current  world.  Vote  for  your  favourite!”   YL2017_cyber_15   5  
  6. 6. 5.  THE  USE  OF  INSTAGRAM   1.  We’ll  use   screenshots   from  the  main   video  to  keep   up  the   discussion.     2.  We’ll  create   a  series  of   anRcipated   presump@ons   “discovering”   obvious  things.   YL2017_cyber_15   6  
  7. 7. 6.  THE  USE  OF  YOUTUBE   We’ll  use  YouTube  as  a  strategic  channel  to  interrupt  users  and  get  their  a_enRon  to   the  sound  speaking  the  text,  visualized  on  the  screen.  The  “issues”  will  get  users  to   websites.   YL2017_cyber_15   7  

Yl17 cyber 15

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