Two employees at Record Go presented an initiative to the company's directors to support cancer research through a sports challenge. The project, called "Recordaholics", involves cycling from North Cape, Norway to Castellón, Spain (5000 km) to raise funds for cancer. A communication campaign will promote the challenge and engage users to log their own "kilometers against cancer" to contribute to a collective mileage goal and fundraising target for cancer research.

1. RecordaholicsEuropebyTandem

3. Idea | currentanalysis| objectives | the plan | theproject: recordaholics | communication Howdidthe idea come up? Somemonthsago, two Record Goemployeespresentedtothe Record Goteam of directors a projecttosupportthefightagainst the cancer. Theprojectwasbasedon a brave and original idea involving a sportschallenge. Thisinitiativewasimmediatelysupportedbytheteam of directors of ourcompany.

4. Idea | currentanalysis| objectives| the plan| theproject: recordaholics |communication Why Record Go and the UICC? Becauseweallhave a cancerrelatedstory. The UICC, in its active participation in thefightagainstthecancer, tries to connect, mobilize and support cancer organizations and individuals with knowledge and skills to be effective. Record Gowantstobecomepart of thismissionthrough a social awarenesscampaign.

6. To spread thefightingspiritwe can havewhenfacingchallenges. Weallhave a record to beat.

7. Topromotetheactive participation of peoplewiththeobjective of involvingthecommunity in thesearchforsolutionsthatwillhelpthefightagainst the cancer. How are wegoingtoachievethis? Through a social awarenesscampaignaimed at spreadingtheproject, thechallenge and the cause.

8. Idea | currentanalysis| objectives| the plan| theproject: recordaholics | communication Therefore, todeveloptheprojectweneed a plan, a foundation, anevent: THE RECORD TO BEAT

9. Idea | currentanalysis | objectives| the plan | theproject: recordaholics| communication recordaholicsisanattitude, a way of understandinglife as a constantchallenge. recordaholicsconsists of a group of anonymouspeoplewhowake up everymorning and “challenge” themselves and society, doing so in a cooperativeway. We are nottalkingaboutgreatdeeds, we are talkingaboutsmallachievementsthateach and everyone of ushumblyattaindayafterday, and thatmakethegreatwheel, thatislife, go round, thus, keepingusgoing. Becausehistoryisbuiltthankstooursmallstories.

10. Idea | currentanalysis| objectives| the plan | theproject: recordaholics| communication Ourchallenge! (From North Cape to Castellón byTandemBicycle) In June 2010, twomembers of Record Gowilltakeuponthemselvestheachievement of a greatchallenge, theywilltravelbytandembicyclefrom North Cape (Norway) toourheadquartes in Castellón, coveringanapproximate total of 5000 kilometers. Thereason : TO SUPPORT THE FIGHT AGAINST THE CANCER

11. Idea |currentanalysis| objectives| the plan | theproject: recordaholics| communication CommunicationCampaign Objective: TO FOSTER THE LOYALTY of usersfollowingthechallenge. How:Invitingto ACTIVE AND COOPERATIVE PARTICIPATION. Creative Concept : recordaholics - kilometersagainstcancer(addictedto records) MEDIA PLAN: OFFLINE COMUNICATION ONLINE COMUNICATION

14. Sale of t-shirts: online merchandisingtobeused (ifwanted) ontheirkilometersagainstcancer.

16. Idea | currentanalisis | objectives | the plan | theproject: recordaholics| communication

17. Idea | currentanalysis | objectives | the plan | theproject: recordaholics | communication MEDIA PLANNING: Cross Media: fedbythecontentgeneratedbyour CHALLENGE (videos and currentnews) and bythe videos of theusersloyaltothe cause. 1. ChannelonYoutube 2. Blog withthepossibility of sharing + subscribingto RSS and/orreceiving mails withthe new entries. 3. Videos: YouTube + Vímeo + Kewego + msn videos 4.Photos: Flickr + Picasa + MySpace 5.Social networks: FACEBOOK + TWITTER. Ontheseplatforms, itwillbe fundamental the “What are youthinking” or “What are youdoing” sections, whichwillgiveuspresenceonthenewspages and willkeepus in thememory of allour fans and followers. Besides, wewillcreate a mileometer in theform of anapplicationthatuserswillbeabletoaddtotheirprofile. 6.GMaps + GEarth: two social networkswheretheroute can beshared as well as comments, pictures and loading of videos recorded in thatpoint in themap. 7.Podcast: POD (playondemand) throughthesyndicationforiTunes and iVideo. 8. Widget of contentsonthe Blog forotherbloggersorwebsites.

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