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Ericsson Response June 2nd, 2011 Barcelona

HELLO, WE ARE

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CONCEPT

WE
connect
CONSTRUCT
RESPONd

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VIDEO

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DEVELOPMENT & PRODUCTION STAGES
1. 2. 3.
• Ideas and Brainstorming. • Writing scripts. • Look and feel development.
• Development of primary ideas. • Final storyboard. • Recording of voice over.
• Writing synopsis and sketching. • Looks and feel. • Animation.

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SYNOPSIS & SKETCHING

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SCRIPT & STORYBOARD

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LOOKS & FEEL

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VOICE REFERENCE
Voice Reference
VOICE OVER
ACTOR PROFILE

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ANIMATION

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FINAL VIDEO

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INTERNAL COMMUNICATION

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Ericsson asked us to develop a “Content Mix” for Ericsson Response
to launch in september-december 2011 internally (87000 employees)

OBJECTIVES TARGET
1. To spread the work of Ericsson Response -87.000 employees of Ericsson.
to all Ericsson’s employees.

2. To create an emotional link between Ericsson’s
employees with Ericsson Response.

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BASICS WHAT? WHY? WHEN? WHO? HOW?
Internal Social Corporate To let employess know Three times per year. Profile Ericsson worker: · Opportunities and
Responsability Project. what is Ericsson Response · 87.000 people self-realization
· 39 years old on average
To stablish a link between · Cultural diversity · Recognize their
the company and its social · 140 countries accomplishments
work with the employees
·Make employeers
feel committed to the
company.

Make them feel connected
to Ericsson Response

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CONCEPT
“WE RESPOND, ERICSSON RESPONSE”

In order to stablish a link between the employees
and Ericsson Response, we propose to make “ac-
tions” three times per year.

In this way, Ericsson Response will develop a pro-
cess in which the information will be given in a ef-
fective, unexpected and joyfull way.

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REFERENCES
FUN THEORY: Fun is the easiest way to change
people’s behaviour for the better. Be it for yourself,
for the environment, or for something entirely
different, the only thing that matters is that it’s
change for the better.

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INFO ON WHAT THE SECRET
THE BOARD SOUND? DONOR
To use the informative There is a sound the worker To create a game in which
board of Ericsson to put cannot recognize. A spoon. the workers must answer
posters with volunteers ex- A laugh. He or she cannot correctly to 10 questions
periences know why he o she is lis- and help a “secret donor”
We catch the attention of tening to it. At the end it is help other people.
workers in a normal day revealed that thanks to ER By creating the profile of
with nice and new infor- work X ammount of people volunteers the other work-
mation they are not really can eat or laugh. ers can analize what are
expecting. To play with the Again we are playing wth the conditions and skills
“sudden”news. the mistery and the senses. needed.

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#1 FIRST ACTION: online game
To develop an online game that will be send to the
employees via internal network.

The game will follow the format of:
Question, 4 answers which can be answered on 30 seconds.

The idea is to illustrate the experience and skills Ericsson
Response volunteers have got on the fields.

The questions will be develop by the volunteers. In this way,
the user will learn and fiund out real facts.

The game will be launch on September 2011.

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REFERENCES FOR THE GAME
Who wants to be a millionaire:
An international reference of a cultural and infor-
mative game.

Objects from classic movies:
A game in which images are related to a correct
answer (in this case the name of the movie)

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BASICS OF THE GAME

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WORKFLOW

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TYPOGRAPHIC DETAILS

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ERICSSON RESPONSE & OCHA ANNIVERSARY

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Y E A R S C O L L A B O R AT I N G !

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WORKFLOW
Call for the
loved ones Internal eMail
Objectives Recording
INTRO Concept EVENT Message for the Viral video COMMUNICATION Facebook Profile
Microsite
volunteers Press Release

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INTRODUCTION

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OBJECTIVES ¿STARTING SITUATION? Low degree of knowledge about what Ericson
Response is, both inside the Ericsson organization and outside it.

• To celebrate the 10 years of Increase the external knowledge about

partnership within ERICS- Ericsson Response trough social media tools

SON RESPONSE and OCHA.

• ERICSSON RESPONSE: Communication
Kit
let to know that the company
has partnership with
INCREASE KNOWLEDGE
consolidate NGOs. ABOUT ERICSSON RESPONSE

• OCHA:
show that the organitzation
is working with Increase the internal knowledge
a private partner. about Ericsson Response using
existing channels

10th Anniversary of
the partnership
between OCHA & ER

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CONCEPT & INSPIRATION
• Lack of communication in times of disaster

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EVENT

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OBJECTIVES TRAGETS
• Direct contact of a volunteer with the • ER
people of the street. • OCHA internal
• WPF/UNICEF and others partners
• To reflect the labor that these
• SECONDARY TARGET AUDIENCE: BARCELONA
volunteers are doing.
CITIZENS
• Involvement with the labor of the • Others NGOs
volunteers • OCHA partners
• Bloggers in the area
• To transmit or to generate nearness • Ericsson customers
and motivation to the volunteers.

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THE ACTION
THE ACTION
Groups will be distributed on
Groups will beof the city of on
strategic points
distributed
Barcelona.
strategic points of the city of
Barcelona.
A series of questions will be
realized:
A series of questions will be
realized:
“If there was a catastrophe in
Barcelona with who would you like
"to contact?” a catastrophe in
If there was
Barcelona with whom would
you like to contact? " media
“How will you do it if the
were broken?”

" ¿how will you do it if the
media were broken? "

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THE ACTION
THE ACTION
Will be explained to them the
labor that OCHA and ERICSSON the
Will be explained to them
RESPONSE are carry out in
labor that OCHA and
case of catastrophe.
ERICSSON RESPONSE are
carry out in case of
Making clear in addition,
that they are celebrating
catastrophe.
ten years of partnership.

Making clear in addition, that
they are celebrating ten years
of partnership.

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THEACTION
THE ACTION
We will offer him a call of 30”
We will o er him a call of 30 "
in order that they could call
the person that theythey could call
in order that wish.
the person that they wish.
Once the call is finish...
Once the call is ﬁnish …

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THE ACTION
THE ACTION We will offer them the
opportunity to record
a message we will o er them the
At last of congratulation
to opportunity to of OCHA
all the volunteers record a
and ERICCSSON RESPONSE.
message of congratulation to
all the volunteers of OCHA
and ERICCSSON RESPONSE.

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THE ACTION
THE ACTION Finally, we will provided a
Finally, we will provide a card
tocard with the direction
them to them with the
ofdirection of the microsite.
the microsite.

Where they will be able to find to ﬁnd
Where they will be able
more information about OCHA
more information about
and about ERICSSON RESPONSE
and, in addition, about recordings
OCHA and all the ERICSSON
ofRESPONSE and, in addition,
spirit and support.
all the recordings of spirit and
support.

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EACH GROUP HAS:

We will give a card to
each participant with
the microsite created
for the event, where
they will reach all the
messages and link them
to their social media
profiles and share them
with their friends.

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LOCATION
GROUP #1:
UNIVERSIDAD UPC - 9:00am to 11:30am
UNIVERSIDAD POMPEU FABRA - 12:00am to 1:30pm
MARIA CRISTINA - 3:00pm to 5:30pm

GROUP #2:
MERCADO SAGRADA FAMILIA - 9:00pm to 11:30pm
MERCADO BOQUERIA - 12:00pm to 1:30pm
PASEO DE GRACIA - 3:00pm to 5:30pm

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RESOURCES
EACH GROUP HAS:

• 1 person giving infomation
• 1 person with telephone
• 1 camera
• 1 vest per person
• 1 cap per person Diets
• 1 camera per group (+battery replacement)
• 1 microphone per group
• 2 phones per group
• 1 mobile for Internal communication Flyers
with Information about the microsite Dis-
placements Merchandising item (gift)

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COMMUNICATION

DATE
June 2nd, 2011
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INTERNAL
EXTERNAL

Send a press realse toan email medias.
- Send specific to the 2761 E///
employers working in Spain
Send an email to the others NGO: anniversary
informing about the
and the next event make it in
• The United Nations Barcelona.
• World Food Program (WFP)other channels
- Link to the
• The United Nations Children’s Fund (UNICEF)
• Red Cross/ Red Crescent Movement
EXTERNAL
• Swedish Rescue Service Agency
• MSB
• SaveSend a press realse to speciﬁc medias.
- the Children Sweden
- Send an email to the others NGO:
INTERNAL -  The United Nations
-  World Food Program (WFP)
Send- an The United Nations Children s Fund
email to the ER employers working in
Spain informing about the anniversary and the
(UNICEF)
next event make it in Red Crescent Movement
-  Red Cross/ Barcelona.
Link to the other channels
-  Swedish Rescue Service Agency – MSB
-  Save the Children Sweden

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DATE
June 2nd, 2011

FAN PAGE NAMING: OCHA & ERICSSON RESPONSE CELEBRATE
FAN PAGE NAMING: OCHA & ERICSSON RESPONSE CELEBRATE
ACTIONS:
ACTIONS:
• Welcome Landing Page
• Link to the specific event site Page
- Welcome Landing
• As a information point
- Link to the speciﬁc event site
• Create an open event
- As a information point
- Create an open event

DATE
June 2nd, 2011
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TIMELINE

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11.21.2011

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Search providers
Elaboration of the layout proposal
Layout approval by OCHA&ER
Stamping
Volunteers kit preparation
Graphic proposal (ﬂyer)
Flyers approval by OCHA&ER
Flyers printing
Volunteers recruitment
Selection of the volunteers
Training
Arrival of the technical material
Elaboration of the 'story' proposal
Story' approval by OCHA&ER
Recording of the Video
Edition of the video
Video launch to OCHA&ER
Final editing Video
Video approval by OCHA&ER
Elaboration of the FB layout proposal
FB layout approval
Implementation of FB proposal
Elaboration of the microsite proposal
Microsite proposal approval
Implementation of microsite proposal
e-mail proposal (internal: OCHA&ER)
e-mail proposal approval by OCHA&ER
Press Release Elaboration
Press Release Content Approval

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THANK YOU FOR YOUR ATTENTION!

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