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1. SUMMARY
Are you able to choose one child of many to give a
help?
We make people think about donating through
controvers...
2. WRITTEN SUBMISSION OF THE CAMPAIGN
We want to shock our target audience
with campaign that looks like ordinary
voting c...
3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
SOCIAL PLATFORM 1
(PICTURE)
SOCIAL PLATFORM 3
(PICTURE)
SOCIAL PLATFORM 2
(PICTURE)...
4. PLATFORM 1 detail
YL2014_cyber_01 4
Facebook application that allows users to
donate directly and share this message on...
5. PLATFORM 2 detail
• The use of social media - picture
YL2014_cyber_01 5
1. Introduction of 4 stories
(problems) – one b...
6. PLATFORM 3 detail
YL2014_cyber_01 6
Cooperation with
bloggers to create
a buzz at the
beggining of
campaign
7. SUMMARY PICTURE
YL2014_cyber_01 7
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Yl2014 cyber 01

  1. 1. 1. SUMMARY Are you able to choose one child of many to give a help? We make people think about donating through controversial campaign which looks like ordinary voting contest at first sight. Users are forced to choose among 4 children who have personal problems knowing that we can help only to one of them.Then comes the message: "Do you think that all of them need help? Without you we are able to aswer just 1 call from 4. Help us help all. Donate.Safety Line." Once we have user's interest, we offer them an interesting product. People need to know what they are „buying“. We "sell" individual help for individual children. Danoators buy a certificate that they helped X children (50 CZK=help to one child). We also want to motivate people to donate regularly - standing orders as prefered payment method followed by special rewards. SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY (Max 150 words) YL2014_cyber_01 1
  2. 2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN We want to shock our target audience with campaign that looks like ordinary voting contest. But users are forced to vote which one of these (4) children we should help (via Facebook application , interactive Youtube video and interactive banners). After this clash, message follows: "Do you think that all of them need help? Without you we are able to answer just 1 call from 4. Help us help all. Donate.Safety Line.„ Then we offer to users specific forms of donation to create a feeling they are buying something tangible. WHAT IS YOUR SOLUTION? (Max 150 words) Promotion Users are reached by online media format with message: „We will help just ONE of them. Decide whom we help and WIN.“ Facebook ads - leads to Facebook application Youtube video and interactive banners - leads to campaign landing page (similar as Facebook application) on Safety Line Club Cooperation with bloggers - create a buzz at the beggining of campaign. Donation We want people to buy a certificate „Buying this you helped X children with their problem“ Possibility to buy as a gift, add to wishlist and send to Facebook friend or email. Special forms of donation for greater donators and companies. Reward and sharing After each donation: „Thank you“ newsletter with enclosed certificate Wallshare on Facebook: „Petr Novák just helped XY children with their problems“ Rewards from partners (free Avast licence, O2 credit) Reward for big donations: Vojta Kotek will come to make a coffee for everybody. HOW DOES WILL WORK? (Max 150 words) • People seldom donate just because they want. They have to be moved, surprised or shocked. We need to create emotions, either negative or positive. • When people donate, they want to see real impact of their donation, they want to „buy“ concrete, real things. • Targed audience is used to take part in voting contests (specially on Facebook). • From experience we have – people like to be told specific amount they should donate. Information like „we have to collect 5 milions“ can scare them. CREATIVE INSIGHT (Max 150 words) YL2014_cyber_01 2
  3. 3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS SOCIAL PLATFORM 1 (PICTURE) SOCIAL PLATFORM 3 (PICTURE) SOCIAL PLATFORM 2 (PICTURE) YL2014_cyber_01 3 Cooperation with bloggers: • Ondřej Neff – neviditelnypes.cz • Buzzmag.cz • Jan Kraus – jankraus.cz • czechnet.blogspot.cz Interactive video Promoted by video ads (TrueView)
  4. 4. 4. PLATFORM 1 detail YL2014_cyber_01 4 Facebook application that allows users to donate directly and share this message on their timeline
  5. 5. 5. PLATFORM 2 detail • The use of social media - picture YL2014_cyber_01 5 1. Introduction of 4 stories (problems) – one by one 2. Following by all 4 children together with message „We will help just ONE of them. Decide whom we help and WIN.“ and voting buttons (buttons are part of video graphics with YT annotations function on them including external link) 3. Buttons lead to to landing page on Safety Line Club website with message: „blablabla“
  6. 6. 6. PLATFORM 3 detail YL2014_cyber_01 6 Cooperation with bloggers to create a buzz at the beggining of campaign
  7. 7. 7. SUMMARY PICTURE YL2014_cyber_01 7

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