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YL18 digital 10

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Young Lions Czech Republic 2018
Digital category - Team 10

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YL18 digital 10

  1. 1. WEPREPAREDCAMPAIGNTOREACHSTUDENTS WHENTHEYPROCRASTINATE… Wewanttosimplycatchtheattentionofstudentswithcleanvisualwichreminiscent criminaltvseriesandhittheirweakness.Let’sbehonest,90%ofallstudentsaredoing everythingelsethanstudy,mostofthetime.Wewanttoconvincethemtodosomething real.Somethingmeaningful. Aswesaid,thekeymessageofthecampaignis:stopwasteyourtimeanddosomething useful.Dosomethingreal.AIESECofferthis,butitslittlebitdirtyjob.Nobodywantstodo it,everybodywantstotravelandenjoylife.Butinreality,itgivesthemwhattheyexpect fromtheuniversitythemost(speakaforeignlanguage,expressownopinion,develop problem-solving)andalsohelpsothersinworld’sfamily. Speakaforeignlanguage 69% Expressownopinion 47% Speakingonpublic 42% Problemsolving 38% WHATSTUDENTSREALLYEXCEPTFROMUNIVESITY? WHATTHEYREALLYDOEVERYDAY? Sleeping,socializing,work 18.9hours Education 2.6hours Socialmedia 1.9hours YL2018_DIGITAL_10
  2. 2. Wewerestudentsalsoandweknowhowdifficult it’stoforceintoproductivework.Andnumbersare speakingclearlyastherazor.Researchsays67%of studentsexpectfromtheirstudycareerimprovement ofspeakingaforeignlanguage,speechskillsonthe publicandexpressionoftheownopinion.BUT!Weknow howrealitylookslike.Mostofthetimetheyspentwith sleeping,socializing,relaxingandbyworkwhichthem helpingwiththelifesituation.Andwehavereallybad consciencespendmorethan2hoursperdayonsocial media.Wemakestudentsawareofitandhelpthemto changeit. AIESECofferopportunitytogetexperience,leadprojects andcareaboutothers. Oursolutionissimple!Wewanttocatchstudents attentionbysimplevisualstylewhichisclosetothem andlooksforthefirstsightlikeapromoofnewNetflix seriesaboutcrimecaseormafia.Butallstudentsknow therealcrimeistheirprocrastination.Andtheyknow it’sagoodtimeformakingvalues. Withthisvisual,wecanstopthemandstarttothink: WTFisthis?Wearefocusingonyoungpeoplethrough theirhobbies.Andthatistvseries. OnFacebook,wewillusethemainpieceofthecam- paign,herovideowithcapoditutticapi.Wherehehire newmembersofhisclan–family.Thenwecontinue in communicationwiththeclassicposts. OnInstagram,weusethesamepostforthegrid.But themainthingisStories.Shortvideoswithourboss, whospeakstothepeopleandoffertheopportunity forthejob,whichcanhelpyoubecamethemember of AIESEC. OnYouTube,isthesamestory.Wearehandlingwith simpleexecutionacleanmessage.Sixseconds non-skippablebumperswiththepowerfulspeech of theboss.Thejobismaybedirty,butnecessary. CREATIVEINSIGHT Wewasteourtimethesameway WHATISOURSOLUTION? Basedonbadhabitsofthetargetgroup HOWDOESITWORK? „It’sjustbusinessnothingpersonal...“ YL2018_DIGITAL_10
  3. 3. FACEBOOK Thereachofthecampaignisinevitable! INSTAGRAM BreathtakingStorieseverywhere. YOUTUBE Youcan’tskipthismessage
  4. 4. Throughbadassherovideowiththerespectfulbossoftheorganization,weannouncethatweneedanewmemberofthefamily. Communicationcontinuouswiththestaticpostswherewepushonfeelingsoflazystudentsattheschool.
  5. 5. Weusestaticpostsforthegrid.Butourmain powerisinthestories.Becausethisisthecheap wayforthemassivereach.Ourcapoappearsin shortvideosandhespeakstothepublic. “Friendshipismorethantalent.Itismorethangovernment.Itis almosttheequaloffamily.Neverforgetthat.Ifyouhadbuiltup awalloffriendshipyouwouldn’thavetoaskmetohelp.” DONCORLEONE
  6. 6. Capoditutticapihaveeyeseverywhere.Sixsecondsbumperswillhitallthecommunity, whereishidingnewmemberofthefamily.

Young Lions Czech Republic 2018 Digital category - Team 10

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