BEHIND THE BRANDWHAT We did a why, how, what workshop with some keyHOW stakeholders to discover what it about THE WILD thatWHY HOW makes people feel amazing.
HOW TO USE THE BRANDTHE WHY:THIS IS THE HEART OF YOUR BRAND. ITS YOUR VISION, YOUR MISSION, YOURREASON FOR BEING. USE IT EVERYWHERE.THE HOW:THESE ARE YOUR BRAND VALUES. USE THEM TO CREATE ANYTHING YOU WANT –CAMPAIGNS, MARKETING, INSTALLATIONS. STICK WITH THESE, AND YOUR BRANDWILL STICK TOGETHER THROUGH ANYTHING.THE WHAT:THE WILD HAS THE BEST PRODUCT IN THE WORLD. IT I S THE WORLD. ITS THE STAGE ANDTHE PROPS OF ANYTHING THATS NOT FROM OUR HANDS.
The how:ADVENTURE EVERYWHERE TRIBE EVERYONE WILD EVERYTHING
The what: GET LOST GET A WILD CARDGET IN WITH THE OUTSIDERS
THE WILD: LIFES BETTER OUTSIDE ADVENTURE TRIBE WILD EVERYWHERE EVERYONE EVERYTHING Your adventure: Your friends: Youre wild: your rules your tribe youre unlimited -- -- – Make your mark Belong to bigger Let go. Exhaust -- -- yourselfGet more from the wild Share your battle scars -- Get lost. Find yourself. GET LOST: natural footstep that lead to THE WILD GET A WILD CARD: geo-caching rebrand GET IN WITH THE OUTSIDERS: partnerships
Challenge “How can we lead kids to nature?”We know taking that fi st step in natural places is the hardest. But once kids fi d the trail r n their journey and relationship with outdoor places is self-sustaining.This campaign aims to:- Help kids co-discover nature spaces- Unite kids through the joy of wild experiences- Channel kids energy into existing outdoor experiences and organisations
The Invitation1. Find your tribe!2. Find an elder…5. Receive your tribe pack6. Log your wilderness games
Campaign Plan Build Communicate Phase 1 Phase 2 Phase 3 <---- Bulk order moss growffiti spray -- Stencils TIM Plant geocahes E Build website ---- Produce communications Recruit 50 outsider orgs for offers Massive Comms push: documentary, ad campigns etc. Celebrities Kids magazines Schools engagement Social media Sign-up 200 tribes Get lost, Get Found Launch campaign Sign up 150 tribes Get a Wild Card Sign up 100 tribes Get in with the Outsiders Sign up 50 tribes
MonitoringNo. of tribes signed up: total target 500 (breakdowns as above)No. of outsiders signed up: Minimum 50 target 100Wilderness games: scores and status of tribes for wildernessexperiences. Eg. parkers to discoverersWebsite traffi , stats and social media: ? c
Partners/ OutsidersGruffalo creativeMumsnetCelebrity endorsement: Ant and Dec, Dick and Dom,CBBeebiesCamping and Caravan ClubLondon Wildlife TrustNational TrustOutward BoundCamley Street Park