2. 1. SUMMARY
Picture/scheme describing the campaign
(the same as slide 6)
People want things to control. When they control, they have
the trust and the confidence. When they have the
confidence, they are willing to listen and change his
mind. Give them power and get a help. We involve people
directly in the development cooperation process in countries
where it is needed. People will be able to control it in real
time and contribute via their social media interactions. These
interactions will be fuel and driving force of an expedition of
celebrities who travel around the developing countries and
helps to publicize and reveal the real problems.
This expedition will be continuously monitored in real time
and it will create content constantly to social media. The
viewer will understand what the helping process means and
gradually overcomes the myths associated with it. Thanks to
celebrities he establishes a positive relationship to the
development cooperation and stays with it for longer time
than usuall.
SUMMARY PICTURE #LIKE TO CONTROL
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
DESIRE - ACTION - EDUCATION
The campaign stands on 100% transparency,
the ability to influence the storyline in real time
event and on immediate participants feedback.
We'll send an expedition of brave celebrities and
experienced adventurers on the "Like to Control
Tour" around Eastern Europe and the Middle
East, where People in Need helps.
Celebrities have a natural ability to act
interestingly and they have a large community
of fans in social networks. The expedition for a
transparent development cooperation give us
instant content to communicate on social media.
During the journey, the viewer recognizes the
real helping process, because everything is
constantly streamed from a large number of
cameras connected to the internet. Huge
engagement and reach is provided by human
solidarity, because unless the expedition has
enough of likes they will get nowhere and does
not help to anyone. Audience would also lose out
interesting content to follow.
OUR SOLUTION
1 interaction (like, share)= 100 m expedition
truck can travel on a 4700 km long road around
Eastern Europe. In case of big event
engagement the road will expand to 9,300 km
around Eeastern Europe and the Middle East.
An interaction leads user to microsite's map with
actual position of the expedition. Each one of
follower’s like is specific 100m which displays on
truck’s LCD in cabin, which is also streamed =
immediate interaction and satisfaction.
As the "reality show" goes on, audience gain
awareness of the development cooperation
process, form their own oppinion and
challenge the myths.
A budget of 40 000 CZK will be spent the in first
week in order to reaching the maximum audience
and launch of the project. The rest is reserve to
the rest of month. The greatest magic will be
done by organic reach.
HOW DOES IT WORK?
People simply have no confidence for the
transparency and functionality of the help in
developing countries. However there is no
wonder when they cannot properly look behind
the scenes and are unable to manage their
resources as they would imagine. People
generally want to have the power of influence
and control. So we give them this opportunity.
Target group doesn't like giving away likes for
free. They demand some interaction and added
value. At age of 25 to 30, most people have a
desire to know the real world. Also, behind the
scenes, insight into people's privacy and
uninterrupted video stream is trendy at the
moment.
People in Need is a brave organization that has
nothing to hide, and has the potential to attract
more people.
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
INSTAGRAMYOUTUBEFACEBOOK
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5. 4. FACEBOOK
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1. Microsite with interactive map integrated with facebook. 1 interaction (like & share) extend the way for next 100m
2. Real time interaction in developement cooperation process
3. Solving real problem
4. Understanding and educating audience on both sides
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2
3
4
6. 5. YOUTUBE
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1 2
1. Celebrities recording and streamings their vlogs
2. Enjoying the expedition with positive moments
