HOW TO HANG OUT FROM

ADVERT NOISE?

Dr. Peter Kiraly, founder

Rex Animal Island

HUNGARY

Objectives

To recognize different advertising goals and techniques

To understand the qualities of a good animal welfare ad

To create an original ad by using the latest techniques

To show some examples and to give ideas

General situation

• grasping for financial support

• no strategic thinking for communication

and fundraising

• lot of competitors

• no branding

What creates the need?

• an NGO is a firm

• absolute competition

• no segmentation

• activities need adverts

We need a position !

How to win a position?

• Use up-to-date ad

• Build a „brand”

• Develope

Propaganda

• Techniques used to influence opinions,

emotions, attitudes or behavior

• It appeals to the emotions not the intellect

• It is not negative or positive

• The purpose is to persuade

How to hang out?

The good ad - 4 qualities

1. Attracts attention: COLORS,

BOLD headings, pictures, sounds

2. Arouses interest: by words and humor

3. Creates desire: „you want it !”

4. Causes action: gets results

(motivates to rehome, to donate, etc.)

Advert vs Reality

Ad techniques

• Bandwagon

• Snob Appeal

• Plain Folks

• Patriotism

• Facts and Figures

• Expert

• Logical appeal

• Testimonial

• Glittering

• Generalization

• Emotional

• Repetition

• Humor

• Rewards

M

O

T

I

V

A

T

E

S

Combination of surprise and humor

Commercial

ad

Social Ad v Commercial Ad

Non profit

• different target group

• the same advert rules

• the same techniques

Commercial

• involves the „drama”

• clear history / associations

• closer to the customer

• rings social and cultural roots

• deep emotional response

• „Feel good” factor

Use unexpected

flabbergasting images!

…and share ideas! Thank you for sharing creatives.

public

service

advert

Engaging Techniques - humor

diverts audience and gives a reason to

laugh often through the use of clever

visuals and/or text

Common communication channells

The most

cost effective:

Social events

• Festival Events

• + Awards

• Summer camps (146 children)

• World Guinness Record

• Conferences (veterinary, breeders, etc.)

• Shows (World Dog Show)

• Music festivals (Sziget)

• Fairs (Xmas, easter)

• Exhibitions (Hungexpo, 19 Plaza weekends)

• Charity events (…boxgala)

Social events

Special events

World Dog Show

Budapest 2013.

Unique ideas

World Guinness Record

6.540 toys collected / stringed out in 14 minutes

Animals aren’t toys!

a toy not a toy

Develope! Be new timer!

2 millions dogs in Hungary 100,000 roaming on the

streets The chances to get back to

their owners are reducing significantly by time.

Many initiatives started for

searching lost dogs.

New ideas Integrated query system application

for mobile devices

An easily accessible application

Connected to all online communities

• Owners / unattended dogs

• Charities / adoption

• Society / less stray dogs

For:

From shocking to phylosophy

From shocking to phylosophy

„Benetton type communication“

Advantages

• gaining a face with the media

• appropriation of category

• Risks

• legislation (permit)

• people (kick back)

• economic results

Shocking radio spot

Report your activities !

Emotions

Images that appeal to the +/- emotions

+ emotions (desire for complete life, help)

- emotions (fear, sense of guilt, etc.)

„Save the Romanian dogs today. Tomorrow is too late!”

Try to be positive if possible!

Tragic, encouraging!

Hope

His past is horrible. His future depends on you!

Dogs are bestsellers…

Our results 25.000 annual visitors

3.500 annual students

995 volunteers

6.700 donors

4000 rehomers

1.170 other partners

Hope you can also find a

similar position !