Soutěž mladých kreativců Young Lions 2012 - soutěžní prezentace
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Prezentace pro soutěž mladých kreativců z reklamních agentur Young Lions 2012, se kterou jsme se s Lukášem Krčilem umístili na 4.-7. místě v konkurenci 22 agentur. Od zadání briefu po odevzdání kampaně jsme měli 24 hodin.
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Soutěž mladých kreativců Young Lions 2012 - soutěžní prezentace
- 1. Let’s get our colleague back to the stage. Artists for artists.
- 2. Big issue How could we convince 10 million people that we do the right thing with budget 1 million crowns? We don’t have to convince 10 million. It’s enough to convince 500 people and they will do the rest. 500 famous people.
- 3. The campaign that targets to artists We have changed our target audience. We will show the artists that it’s their problem too. We will engage them. Artists for artists. “Let’s get our colleague back to the stage”
- 4. Our strategy 2. General public 1. Artists are great medium They will severalfold increase our budget! 3. Potential donors
- 5. 1. Artists How to engage them -‐ To show them the story about their artistic heroes of their childhood and about our project House of four Muses -‐ Artists for artists -‐ Jan Svěrák becomes an opinion leader -‐ personal tone of voice -‐ Direct message after the performance -‐ Your biography -‐ t-‐shirts -‐ Microsite about the project House of four Muses -‐ Social media
- 6. 2. General public People love artists and they trust them Artists act at Tv, newspapers, youtube, concerts and so on where they can promote our message “Let’s get our colleague back to the stage” via t-‐shirts, interviews, young musicians (Nightwork) could compose a song… We make a buzz by PR It severalfold increases our budget
- 7. 3. Potential donors Artists and general public together create awareness about the project Direct message from our artists with invitation to very special event We create great icebreak – special performance at the Bránický dvůr for our potential donors
- 8. Budget and timing Timing: At `irst to engage artists and then general public July 2012 – February 2013 Special event and icebreak April 2013 Budget: 950 000 Kč
- 9. Summary How could we convince 10 million people that we do the right thing with Artists create awareness about the budget 1 million crowns? project via Tv, interview, concerts, We don’t need 10 million, it’s enough performances, it makes buzz. 500 famous people. They severalfold increase our budget. General public listen to artists because they love them and learn about House of four Muses We create the campaign that targets to artists “Let’s get our colleague back to the stage”. We engage them because it could be their life story too. Potential donors love artists too. Artists for artists. After that we invite them to special event, performance at Bránický dvůr just for them where our artists act. It’s great icebreak. Goals of the campaign -‐ e create a community of artists W -‐ hen we use them as our “medium”, it makes buzz and it’s creative way how T to severalfold increase our budget -‐ everybody loves artists and listen to them E -‐ pecial event will be great icebreak to get money S