Aviva Project
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This document provides details about the Aviva TLV social media project. It introduces Aviva, a jellyfish character created to be the mascot of Tel Aviv. It then analyzes the project's strengths, weaknesses, opportunities, and threats. The unique selling point is described as Aviva being the only character aiming to become Tel Aviv's symbol. The mission is to promote Tel Aviv's image as an open, creative city. Target audiences are identified as tourists and new immigrants ("olim") to Israel. A schedule is presented for events and locations Aviva will feature. Finally, examples of paid social media campaigns and organic Instagram posts are shown to promote the project.
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Edited version of a paper presented at ‘12 to 24s @ your public library in Australia and New Zealand conference’ Qld 11-
12 June 2010.
hen we sat down to develop this paper
there was one word that dominated our
conversation – why?
• why does Transit Lounge Caboolture exist?
• why is Moreton Bay Region Libraries doing
community development work?
• why are we partnering?
• why are we interested in working with young
people?
• why arts and culture?
• why do we think other people should be doing
this?
We articulated our personal motivations, which
ultimately lead back to some clear and compelling
reasons.
Declining optimism
In the 10 years between 1995 and 2005 there was a
significant decline in young people’s optimism
regarding their preferred futures
• 49% of young people think the future quality
of life in Australia will be worse (up 25%)
• 65% think the world is headed for a bad time
of crisis and trouble (up 49%)
• although 89% would prefer a ‘green’ future
only 23% expect that is what they will see
• although only 11% prefer a ‘growth’ focused
future, 77% expect that is what will prevail.1
If you are faced with a widening gulf between your
expected and preferred futures, what does that do
to your sense of hope – especially if you do not
feel that you have any control over that situation?
Reduced feelings of wellbeing
A survey2 of more than 10,000 Australian students
from prep school to year 12 found that
• 40% of students could be described as
displaying lower levels of social and emotional
wellbeing
• there was, at most, only a weak positive
relationship.
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Aviva Project
- 1. Social Media Manager’s Course Final Presentation By Alisa Itskova
- 2. Sit comfortably and enjoy!
- 3. AVIVA TLV Aviva TLV - is an art project and ongoing mini blog about the trendiest places and the best things to do, eat and experience in Tel Aviv. “Hello, my name is Aviva. I'm a young jellyfish and I came to Tel Aviv to become its mascot. Since I can remember I've always wanted to live in this beautiful city. Our family used to come here every summer for vacations. Now my dream came true, I settled down in Tel Aviv and it's great! Let me guide you through all the best the White City has to offer!”
- 4. AVIVA TLV
- 5. SWOT Strengths - Very cute and friendly character that represents a modern tel avivian citizen. (many social groups can relate to it i.e LGBT, women, children, hipsters, artists & etc.) Connection to Tel Aviv municipality. Creative and passionate team. It's a flexible project, that can respond to and quickly adapt to different trends. No strict framework (we can be anything we want). Weaknesses - Aviva is a jellyfish and many people in Tel Aviv are really repulsed by it and don’t have positive associations with jellyfish.
- 6. SWOT Opportunities - Various potential collaborations with local artists, chefs, celebrities and etc. Tel Aviv doesn’t have a symbol or a character yet. There are more and more olims coming to settle down in the city. Threats - Terrorism, well-established competitors.
- 7. USP Aviva is currently a unique project in that it’s the only character that aims to become the symbol of Tel Aviv (there are no more competitors). Aviva is not a person or a website, it’s a wannabe mascot that exists as a real doll in the physical world and as a online character.
- 8. Mission/Vision Statement To become a symbol of Tel Aviv (Mascot) that both locals and tourists worldwide will associate the city with. To enhance and promote the image of Tel Aviv (and Israel overall), as an open, creative, multicultural city of opportunities, thriving culture, dynamic art scene, innovation and freedom of self-expression. To promote and grow the community of local artists and creative collaborations in Tel Aviv.
- 9. Target Audience/Personas Tourists: David, 25, from the USA. Came to Tel Aviv with some friends for a couple of weeks during his vacation. Savvy, curious, likes to go out and experience new things but doesn’t speak any Hebrew. Fond of live music, movies, nights out. Wants to know more about Israeli culture and the city of TLV.
- 10. Target Audience/Personas Olims: Priscilla, 30, from Brazil. Made Aliyah 6 months ago. Started Ulpan, but gave it up due to a busy life. Works in a High Tech start-up. She’s vegan, open-minded, loves animals, LGBT friendly. She’s very interested in art and likes to be up-to-date with local trends and the hip scene of Tel Aviv. Her Hebrew is A+ so she finds it hard to read Time Out.
- 11. GANTT Sun Mon Tue Wed Thur Fri Events Shuk HaCarmel Tour with Aviva Dance show at Suzanne Dellal Center for Dance and Theater Gan Meir offering dog adoption Places SPICEHAUS Bar on Dizengoff St. Bauhaus Center and its tours Interesting facts about TLV The Pagoda Building
- 12. … And Snackables Regular fun posts, visually attractive, with photos or videos of Aviva involved in the current popular events in TLV
- 16. Instagram
- 18. Instagram Organic Post 1 (via Boomerang)
- 19. Instagram Organic Post 2