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YL19 media 07 - Winners

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Young Lions Czech Republic 2019
Media category - Team 7

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YL19 media 07 - Winners

  1. 1. THE CONTEXT If we continue to plant the same species of trees across our forests, there will be no forests for the upcoming generations at all. THE CHALLENGE To spread awareness and encourage action to diversify the newly planted forests in age and species.
  2. 2. WHO ARE WE TALKING TO? Tereza. She remembers summer walks with her grandfather in the forest, where he was telling her stories about the trees, plants and animals they saw together. She clearly recalls the feeling, although most of the facts faded away.
  3. 3. INSIGHT Today, she has somebody different in her life who makes her wanna restore all the knowledge instantly. Her kids. For them, she wants to be the hero her grandfather was for her. That also means having a lot of answers for curious questions about the nature around.
  4. 4. We will provide parents and their kids with powerful technology to experience the forest, so they learn why the diversity of the forest matters. TOUCH OF FOREST APP TRIGGER Kid’s curious questions about nature IDEA TOUCH OF FOREST - LES NA DOTEK NATURE IN THE PALM OF YOUR HAND EMOTIONAL DRIVER AND RESPONSE Wanting to be a hero for your kid leads every parent to search for answers
  5. 5. HOW DOES IT WORK? TOUCH OF FOREST - LES NA DOTEK Intuitive technological tool that uses trees/plants recognition to give you the name and occurrence in the ecosystem. Real-time. In a matter of seconds. APPKids Parents Curious questions Learnings Learnings Key message 1: This tree is a rare find. Make sure your kids are not the last ones to see it out in the nature. Key message 2: This tree is not a find you should see here often. Make sure this tree is not the only thing your kids see in the forest in the future. Sign the petition for more diverse forests
  6. 6. HOW ARE WE GOING TO CREATE THE APP? We will use already existing AI tree recognition technology by PlantSnap based on a partnership + invest only into creating our own interface. DETECTING PLANTSNAP TECHNOLOGY TREE/PLANT DATA WE WILL COLLECT
  7. 7. HOW WILL WE SPREAD THE WORD? 1. “GET TO KNOW THE FOREST” MOVEMENT - Parent influencers taking photos of plants/trees using the app & sharing the experience starting the movement #exploreforest - Kindergardens & schools cooperation - app promotion for educational purposes - Contextual targeting of parents - doctors, extracurricular activities 2. CONTEXTUAL BANNERS & SOCIAL MEDIA POSTS - smartly using creative kids questions to trigger the attention of parents 3. WEBSITE - ZACHRAŇME LESY - a specific subpage with information about Czech forests and possibility to sign a petition and download the app
  8. 8. WHY WILL IT WORK? SUBLIMINALLY ENCOURAGING PARENTS TO MAKE A REAL CHANGE AND GIVING THEM A REASON TO SHARE THE IDEA KIDS WILL LEARN ABOUT FOREST DIVERSITY IN AN ENJOYABLE WAY THROUGH TECHNOLOGY CREATING A REAL CHANGE MOVEMENT AND CHANGING THE MINDSET ABOUT FORESTS POSSIBILITY TO USE THE PLATFORM FOR FUTURE PROJECTS
  9. 9. BUDGET AND GOALS Production costs Media campaign Expected results 40,000 app downloads (70 % success rate to sign the petition) App interface creation= 200 000 CZK Translation = 50 000 CZK Print production = 50 000 CZK Parents influencers cooperation = 100 000 CZK Schools promotions = 0 CZK OOH to parents = 50 000 CZK PR in lifestyle media = 50 000 CZK Search ads = 70 000 CZK Banners and SM ads = 110 000 CZK 60,000 leads / signed petitions 40,000 app downloads
  10. 10. SUMMARY SLIDE THE TARGET AUDIENCETHE CHALLENGE INSIGHT IDEA Every parent wants to be a hero to their kid and also provide them with the best possible in everything, mainly education. Spreading awareness and encourage action to diversify the newly planted forests in age and species. Young families (25-34) with kids 2-10 years of age who hold very dear memories connected to spending time in the forest/nature in their childhood. We will provide parents and their kids with powerful technology to experience the forest, so they learn why the diversity of the forest matters.

Young Lions Czech Republic 2019 Media category - Team 7

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