The document outlines a digital media campaign by the European Space Agency (ESA) aimed at engaging millennials through a music contest that incorporates sounds recorded in space. The campaign's objectives include raising awareness about ESA, increasing social media visibility, and establishing a connection between space research and everyday life benefits. It includes a detailed plan for contest execution, prizes, and strategies for effective outreach across various social media platforms.

1. Elisabeth Alidou / Eve Caradec / Romain Charpiot / Sidney Debaque

2. Eve Caradec Elisabeth Alidou Romain Charpiot Sidney Debaque
Creative Director Producer Strategic PlannerAccount Manager

3. It does fall from
the sky

4. IT DOES FALL FROM
THE SKY
!
Need to attract our target to our
informative content by using a
more cultural and funny
approach.
Our Idea
20 different European
countries, different languages,
cultures and sensitivities
!
Music: universal language
Allows emotional connection
!
3 values: identification,
engagement and recognition

5. ESA stands for European
Space Agency. The
agency has been
created by 20
European countries
Last success : Philae
Created in 1975, the
ESA focus on :
Earth Observation
Communications
Satellites
Robotic Exploration
Spaceflight
Astrophysics
Background

6. Objectives
Aware about the benefits of space research
Engage Millennials
Create relationship
GlobalObjectivesCampaignObjectives
Raise Awareness About ESA
Increase visibility on social Media
Increase our number of subscribers and followers

7. Objectives/Awareness
Total Brands
Awareness Set Unawareness Set
Evoked Inert Inept
« The theory of buyer behavior » Howard & Sheath 1969

8. Reach 400K
likes
Raise Awareness
Engage
Millennials
Inform people
Qualitative
studies
70% of our
targeted medias
talk about us
Every KPIs are
multiplied by 4
70% of people
surveyed have
learned
something new
Target :
UE
Millennials
December 2015
Target:
UE
Millennials
QuantitativeQualitative
-100K during our
operation
-30k more by the
end of 2015
Number of fans
Number of
quotations
UBM®
Number of
outputs
Target:
UE Citizens
Dwell Time
Social Share
Comments & likes
Number of
listening
Objectives
Number of views

9. Targets
Tom
He is generally “impressed” by space
(challenge, technology, science, ...) but he
does not necessarily perceive the benefits on
his daily life and for his future. He has the
impression that the expenses are not justified
for humanity purpose
28Yo - web
programmer
Laura
She follows basic news about space which
are in the general press. But does not have
any particular interest in it. She is fond of
music and records her own “amateur” songs.
23Yo - Music
Student
Luca He has no particular interest in space except
when he was a kid dreaming about space.
He does not follow the news about space. He
is highly connected on internet and always
looking for new trends / hot topics to share
with his friends
20Yo - Hostelry
Student

10. Music Contest
Digital Media Campaign
Brand Content
Social Media
Press relations
Informative Videos
Strategy
Dedicated website
Use sounds recorded in space
to create music

11. Music Contest
« Music is an emotional touchpoint for
Millennials »
Survey order in 2014 by PTTOW
« Music is powerful because it is content, and it
stimulates social interaction and drives loyalty.»
« Music has been one of the most helpful tools
used to connect with Millennials »

12. Music Contest

13. Concept
!
We use sounds we recorded in space
and offer people to create music
!
1 month long contest
1 vote per week per person
!
Shortlisted by public’s vote
Last rankings by Jury
Visual recognition
!
Contesters have to use one of our
images to illustrate their song. They will
get access to our photo library
Music Contest
Prizes
!
Selection of 100 winners throughout
Europe
1st prize: winner’s sound sent into space
1th/2th/3th prize: Tomorrow Land Festival
(x2 tickets)
4th-10th: Headphones
11th-49th : 50€ Qobuz card
50th-100th : 20€ Qobuz card

14. Music Contest / Partnership with Qobuz
Website available in many
european languages
Music format with lossless
compression (flac)
Website dealing with any
kind of music

15. Music Contest / Jury
Edward Maya Mujuice Paul Kalbrenner
Dj AtomMark RonsonMorcheeba
Roumania Russia Germany
FranceUKUK

16. Music Contest / Dedicated website
Second part - it ALSO falls from the sky
Selection of informative videos
Links to other ESA articles
First part - It DOES fall from the sky
Presentation of the challenge
Presentation of the jury (pictures, biography..)
Presentation of the prizes
Current rankings according to the public’s votes
Example of website template

17. Music Contest / Teaser

18. Digital Media Campaign / Key Messages
Satellites improve our everyday lives, from medicine
discoveries to GPS systems
1€ spent for space research = 20€ for the earth/innovations
source : ESA
Music that inspires people in their everyday life
does also come from the sky

19. Digital Media Campaign / Social Media
Facebook posts
ESA fan page
Twitter posts
ESA account
Hashtags on Twitter :
#FromTheSkyESA
#ItDoesFallFromTheSky
#ESAspacemusicchallenge

20. Digital Media Campaign / Press Relation

21. Brand Content / Informative Clips
Our informative clips are available on youtube.
It aims to inform people on benefits of space research :
#Ibelievethat
« I believe that… space technology, is helping us to address a range of
daunting social and economic challenges, including poverty eradication,
environmental, protection and disaster prediction.”
!
Mr Kofi A. Annan, Secretary General United Nations
ESA website - The impact of space activities upon society

22. Brand Content / Informative Clips / Storyboard

23. Logistic

24. Planning
Teaser launch
Digital PR
Social Networks
Candidates
Inscriptions
Sounds publication
on Qobuz
Competition
Launch
Competition end
Results
September 2015 October 2015 November 2015 December 2015

25. Budget
17 %
8 %
9 %
50 %
12 %
5 %
Website Prizes Jury Films Measurements Agency Fees
Total = 61250€

26. Please raise your
hand for questions