ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly
HOW TO HANG OUT FROM
Dr. Peter Kiraly, founder
Rex Animal Island
To recognize different advertising goals and techniques
To understand the qualities of a good animal welfare ad
To create an original ad by using the latest techniques
To show some examples and to give ideas
• grasping for financial support
• no strategic thinking for communication
• lot of competitors
• no branding
What creates the need?
an NGO is a firm
activities need adverts
We need a position !
How to win a position?
• Use up-to-date ad
• Build a „brand”
• Techniques used to influence opinions,
emotions, attitudes or behavior
• It appeals to the emotions not the intellect
• It is not negative or positive
• The purpose is to persuade
The good ad - 4 qualities
1. Attracts attention: COLORS,
BOLD headings, pictures, sounds
2. Arouses interest: by words and humor
3. Creates desire: „you want it !”
4. Causes action: gets results
(motivates to rehome, to donate, etc.)
Advert vs Reality
Facts and Figures
Combination of surprise and humor
Social Ad v Commercial Ad
• different target group
• the same advert rules
• the same techniques
involves the „drama”
clear history / associations
closer to the customer
rings social and cultural roots
deep emotional response
• „Feel good” factor
…and share ideas! Thank you for sharing creatives.
Engaging Techniques - humor
diverts audience and gives a reason to
laugh often through the use of clever
visuals and/or text
Common communication channells
Summer camps (146 children)
World Guinness Record
Conferences (veterinary, breeders, etc.)
Shows (World Dog Show)
Music festivals (Sziget)
Fairs (Xmas, easter)
Exhibitions (Hungexpo, 19 Plaza weekends)
Charity events (…boxgala)
World Guinness Record
Animals aren’t toys!
not a toy
6.540 toys collected / stringed out in 14 minutes
Develope! Be new timer!
2 millions dogs in Hungary
100,000 roaming on the
The chances to get back to
their owners are reducing
significantly by time.
Many initiatives started for
searching lost dogs.
Integrated query system application
for mobile devices
An easily accessible application
Connected to all online communities
• Owners / unattended dogs
• Charities / adoption
• Society / less stray dogs
Images that appeal to the +/- emotions
+ emotions (desire for complete life, help)
- emotions (fear, sense of guilt, etc.)
„Save the Romanian dogs today. Tomorrow is too late!”
Try to be positive if possible!
His past is horrible. His future depends on you!