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YL19 media 12

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Young Lions Czech Republic 2019
Media category - Team 12

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YL19 media 12

  1. 1. No matter where we live, forest is not a part of our everyday life. IT IS DIFFICULT TO MAKE PEOPLE PARTICIPATE - THEY RELY ON GOVERNMENT TO MAKE A CHANGE. INSIGHT There is a wide range of environmental topics and many of them come with a bigger emotional appeal.
  2. 2. CHALLENGE Point out the emergency of the issue even though the target audience is not familiar with the topic. SOLUTION STRATEGY: Bring the issue to the touchpoints relevant to target audience (environmentally aware, both from village and big cities) COMMUNICATION CONCEPT: Demonstrating on daily situations, that without diversity, things don’t work. Target audience is then able to better understand the topic and identify with it.
  3. 3. MESSAGE IT TAKES MORE THAN ONE ____ TO MAKE IT WORK.And it takes more than just spruces to keep forests alive.
  4. 4. EXECUTION WE PUT PEOPLE INTO MIND-BLOWING SITUATIONS We pick everyday occasions, when variety is necessary to make things work. We take the variety away from them. Offer only one option. And make them realize the struggle.
  5. 5. ROW 3, SEAT 6 CINEMA Instead of different seat numbers, all tickets will get the same number. After making audience confused, we will play a spot on a screen explaining our message. Call to action to sign a petition / landing page when connecting to wifi. iDnes.cz Instead of variety of articles on a homepage, we will temporarily change all the headlines to a same one. After clicking on any article, the message will be presented on banner positions.
  6. 6. ROW 3, SEAT 6 TOMÁŠ KLUS At a festival tour České Hrady, in the middle of a gig, instead of regular lyrics, Tomáš Klus starts to repeat only one sentence the whole song. After finishing the song, he reveals the message. There will be Ipads on a spot where people will sign the petition online. GROCERY SHOP In a grocery shop in a small town, instead of variety of products, there are only apples on the shelves. We will see the disappointment of people coming to buy their favorite groceries and children craving their favorite candies. Local newspaper will cover the story and reveal the message.
  7. 7. AMPLIFICATION AMPLIFICATION AMPLIFICATION All the situations provide content for a hero video with message: It takes more than one ____ to make it work. We spread the video via YouTube, Facebook and Instagram. Our influencers share the message in line with an Instagram challenge #MoreThanOne. The challenge inspires people to share their own daily situations where this message applies. AMPLIFICATION* *translated to Czech, the hashtag is unique
  8. 8. HERO VIDEOGrocery shop PETITION CinemaiDnes.cz Tomas Klus YouTubeInstagram Influencers Facebook IdnesCinema Grocery shop Klus YouTube IGFB Influencers April - A u g u s t August - the end of a year #MoreThanOne
  9. 9. KPI 60 000 petition signatures reached by the EOY. We reach at least 950 000 UU. Conversion rate: 6,3 % SEEDING THROUGH EXPERIENCE CZK 310 000 (fees + production) HERO VIDEO CZK 90 000 MEDIA AMPLIFICATION CZK 300 000
  10. 10. Bring the issue to the touchpoints relevant to target audience. IT TAKES MORE THAN ONE ____ TO MAKE IT WORK. Environmentally aware, both from village and big cities. We put people into mind-blowing situations. TARGET GROUP STRATEGY MESSAGE EXECUTION 60 000 signatures Reach: 950 000 UU. Conversion rate: 6,3 % KPI SEEDING THROUGH EXPERIENCE CZK 310 000 HERO VIDEO CZK 90 000 MEDIA AMPLIFICATION CZK 300 000 BUDGET IdnesCinema Grocery shop Klus YouTube IGFB Influencers April - August August - the end of a year

Young Lions Czech Republic 2019 Media category - Team 12

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