SlideShare a Scribd company logo
What benefit can we offer to donors
        for their money?
      The positive emotion.

        We evoke problem.
     We present simple solution.

     We build positive emotion.
Realisation:

A guerilla campaign with
    unordinary idea.
The idea of the campaign:
    How to point out the bribery issue and to build negative emotion?
    We create illusion of continuation of a famous corruption scandal, by
promotion of a new fake product, which offers scandal parking benefits of the
                already existing bribery-connected company.


                   What tool of satisfaction do we offer?
        Simple solution „My 1 000 CZK = helps saving 1 000 000 CZK“
      Claimed on microsite, giving further information and explanation.



                        Positive emotion delivered.
The campaign execution:
 The message: Fake Open Parking Card stick, promoting the possibility to
              park at blue zones a for handicapped zones
Target: Generate traffic to microsite by link mentioned on the Open Parking
                                 Card stick
                             TG: Prague drivers
                     Timing: 10 days in September
                    Formats: Sticks and a microsite.
  Distribution: Parking places in and near city center, traffic jam on main
                                   roads
Meeting the objective: Generating conversion, redirected from microsite
                           to website Darujme.cz
Key points of success:
We wake up the interest of our TG.
    We build their emotion.
    We offer easy solution.
Summary:
                                    Idea:
                   The donors benefit is the positive emotion
                  (My 1 000 CZK = helps saving 1 000 000 CZK)
                           Message delivery:
                   A guerilla campaign with unordinary idea.
Promotion of a fake new product offering scandal benefit of the already existing
                bribery-connected company everybody knows.
                        Key points of success:
We wake up the interest of our TG by fake Open Parking Card stick promoting the
          possibility to park at blue zones a for handicapped zones.
We generate their emotion by showing fake continuation of corruption scandal.
    We offer easy solution by example how much can be save by 1000 CZK.

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Yl2013media 19 omd 2

  • 1. What benefit can we offer to donors for their money? The positive emotion. We evoke problem. We present simple solution. We build positive emotion.
  • 2. Realisation: A guerilla campaign with unordinary idea.
  • 3. The idea of the campaign: How to point out the bribery issue and to build negative emotion? We create illusion of continuation of a famous corruption scandal, by promotion of a new fake product, which offers scandal parking benefits of the already existing bribery-connected company. What tool of satisfaction do we offer? Simple solution „My 1 000 CZK = helps saving 1 000 000 CZK“ Claimed on microsite, giving further information and explanation. Positive emotion delivered.
  • 4. The campaign execution: The message: Fake Open Parking Card stick, promoting the possibility to park at blue zones a for handicapped zones Target: Generate traffic to microsite by link mentioned on the Open Parking Card stick TG: Prague drivers Timing: 10 days in September Formats: Sticks and a microsite. Distribution: Parking places in and near city center, traffic jam on main roads Meeting the objective: Generating conversion, redirected from microsite to website Darujme.cz
  • 5. Key points of success: We wake up the interest of our TG. We build their emotion. We offer easy solution.
  • 6. Summary: Idea: The donors benefit is the positive emotion (My 1 000 CZK = helps saving 1 000 000 CZK) Message delivery: A guerilla campaign with unordinary idea. Promotion of a fake new product offering scandal benefit of the already existing bribery-connected company everybody knows. Key points of success: We wake up the interest of our TG by fake Open Parking Card stick promoting the possibility to park at blue zones a for handicapped zones. We generate their emotion by showing fake continuation of corruption scandal. We offer easy solution by example how much can be save by 1000 CZK.