Liftago (Alžběta Matějů, Kryštof Raška)

1. YL2016_cyber_2 1
We create series of
ads hosted by
Nike page. These
ads will lead to
landing page
showing how to
engage in running
challenge.
Ambassadors add
the message to
their runs, tag
@Edna_The_Runner
and use
#RunEdnaRun.
Edna shares Nike+
results with pictures
on her profile.
Vlog contains daily
activities of Edna.
We use other cool
tools like 360°
videos and live
reports too. Perfect
place to tell Edna's
story.
Beat
edna
INSIGHT
We are obsessed with a life tracking,
while there is still 1.5 billion poor people
running off the track.
We associate physical pain from exercise
with a peace of mind and strike for the
best score, meanwhile a quarter of the
planet is feeling the other way.
Our goal was to fight myths about
a) passivity of people in developing
countries and b) to show results of
long-term cooperation, in general
work of People in Need.
SOLUTION
Partnering with popular running app Nike+,
we'll create profile of Edna, a young woman
from Angola. She's not a sportsman,
she just lives day to day life. Edna is willing
to tell her story using similar tools like our
target group, even though she didn’t stand
at the racing track for purpose.
HOW WILL IT WORK
We'll give another meaning to sharing
sports results on social media by
introducing ‘BEAT EDNA!’ campaign.
We'll motivate runners to connect with
Edna's Nike+ profile, to compete with her
daily fuel spend and share the game
to inspire the others.
!

2. 2
Our challenge was to bring the attention of young
people to People in Need. Fight the myths mainly
about a) passivity of people in developing countries
and b) to show results of long-term cooperation.
Actions of organization remainedoften unseen.
For people in Third World Countries, physical
activity is a must, while being a pleasure for us.
We took advantage of it, came up with Edna the
Runner and createda Nike+ profile of Angolan
woman, who is not an athlete. We opposed her to
one of the largest interest groups - runners.
We motivated the runners to connect with Edna's
profile, compete with her daily fuel spend
and share the game to inspire others.
What We Talk About When We Talk About Running
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
1. summary
YL2016_cyber_2

3. We are obsessed with a life tracking,
while there is still 1.5 billion poor
people running off the track.
Above our daily routines are
activities that makes us happy. Like
RUNNING. 62% of the Czech
population LOVES running.
We associate physical pain from
exercise with a peace of mind and
strike for the best score, meanwhile
a quarter of the planet is feelingthe
other way.
Can we help developing countries
simply by following our favorite
habits?
CREATIVE INSIGHT
2. WRITTENSUBMISSIONOF THE
CAMPAIGN
Sure we can! While partnering with
popular runningapp Nike+,
we'll create profile of Edna,
an ordinary young woman from
Angola.
Edna will be equipped with Nike+
Fuel Band to measure her daily
activity. What is short-term relax
for us, is hardcore reality for her.
Edna is willing to tell her story
using similar tools like our target
group, even though she didn't
stand at the racing track for
purpose.
WHAT IS OUR SOLUTION?
Young people tend to share their
sports achievements on social
media. We'll give it another
meaning.
At the beginning we'll annoy
audience on Facebook and
Instagram a bit with a controversial
‘BEAT EDNA!’ message.
Capturing their attention,we'll
motivate runners to connect with
Edna's Nike+ real profile, compete
with her daily fuel spend and share
the game to inspire the others.
Care phase will be provided by
authentic YouTube vlogs.
Sharing our runs usually means ego
boost, this time it is more.
HOW DOES IT WORK?
YL2016_cyber_02 3YL2016_cyber_02

4. FACEBOOK
3. THE USEOF 3 SOCIAL MEDIA
PLATFORMS
YOUTUBEINSTAGRAM
YL2016_cyber_02 4

5. 4. THE USEOF facebook
YL2016_cyber_02 5
Campaign start is in the name of Nike. We take
advantage of its power and credibility to create
series of Facebook Ads hosted by Nike page.
Sponsored posts will show simple claim
'BEAT EDNA!' with a photo of an ordinary woman
from Angola. These ads will lead to landing page
containing:
• How to engage in this running challenge
• Edna's daily results from Nike+
• Unlocked life achievements of Edna
(e.g. finished5th grade, two of her children
reachedadulthood)
• Feed of #RunEdnaRun hashtag
• Links to Edna's Facebook, YouTube & Instagram

6. 5. THE USEOF INSTAGRAM
YL2016_cyber_02 6
INSTAGRAM WORLD
Instagram is full of healthy lifestyle
hipsters and runningfreaks. We want
to raise attention and passion in the
audience, so selected ambassadors
will start our campaign by adding
message ‘Come on, let’s beat Edna!’
to their runs. Moreover,they tag
@Edna_the_Runner in their fitness
posts and use hashtag
#RunEdnaRun.
EDNA'S PROFILE
Edna shares results from Nike+ Fuel
Band with pictures showing pure life
around her: building a school,
sinking a well with People in Need,
playing with kids.

7. 6. THE USEOF YOUTUBE
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We are Generation Vlog. Producing
and consumingshort videos. Fashion,
gameplays, snack preparation. What
was missing? Vloggers from poor
areas can use YouTube as a powerful
tool to enlightenment.Diary of
@Edna_the_Runner contains hardcore
training tips & tricks. Actually no, just
regular daily activities of Edna. We
also use other cool ways to show her
'runs' like 360° videos and live reports.
YouTube is perfect place to tell Edna's
story.