CANNES MEDIA YOUNG LIONS 2014
HARRIET FINNIGAN AND BRENDAN HEWITT
NEW ZEALAND
There are many charities vying for attention globally.
Increasing awareness and donations among a brand-saavy, highly
distracted and constantly wired Gen Y 18-25 audience requires
Breakthrough the busy, hyper-connected life of our target and
meaningfully engage with the Sense International cause.
OUR CHALLENGE:
‘I like to get involved
and feel like I am part
of something’
Optimistic not
jaded and like to
be part of
communities.
‘I am really busy with Uni and work and feel like I
am always functioning at a million miles per hour.’Short attention spans mean they need to be fast and actions easy
‘I really hate brands which think I'm stupid
and don’t listen to me.’Don’t like being marketed TO but
needs to feel authentic and natural.
‘I am always online
and need to know
when something
happens straight
away’
Hyper connected,
technology enables
their
communication
Lucy is immune to traditional communications; we need to embrace and involve her.
THE TARGET:
WE MUST ENTER LUCY’S WORLD TO ENABLE HER TO
HAVE RESONANCE WITH OURS
Lucy is fickle about advertising, in order to gain her enduring attention we need to become a part of her life not expect
her to come to us.
INABILITY TO
COMMUNICATE
Being deafblind is incomprehensible
We should not focus our attention on silence and
darkness
the most significant loss for deafblind children have is the ability to
communicate
This is a human need
By reframing the way we pose ‘the problem’ to the Lucy’s of this world we begin to speak to them in a
way they innately comprehend.
STRATEGY:INTERCEPT THE EXISTING COMMUNICATION BEHAVIOURS OF OUR AUDIENCE TO ENABLE
UNDERSTANDING AND EMPOWER THEM TO MAKE A DIFFERENCE.
To help make Deafblindness relatable for Lucy we will communicate the disability through her frame of
reference.
Tell me and I will forget,Show me and I may remember,
Involve me and I will understand,- Chinese Proverb
THECOMMUNICATION DONATION
A collaboration with the UK’s biggest telecommunication provider.
WHY?To create comprehension and donation for the Sense
International cause
BY USING THE POWER OF COMMUNICATION TO
ENABLE THOSE WHO CANNOT.
Leveraging the power of a
Telecommunications Company:
• Benefit of Infrastructure
• Fundamental to our audiences lives due to their technological reliance
• A perfect alignment with the notion of communication.
Unique and bespoke
communication
opportunities:
• Vodafone offers us unique and dynamic way to reach our audience:
• Instantaneous messaging content.
Tapping into mobile
devices:
• The fifth limb of our Gen Y audience
• The perfect touch-point to enter their world.
Forming an alliance with the UK’s largest Telecommunications company brings multiple benefits and provides a relevant social conscious cause for them to align
with.
HOW IT WORKS?
Key KPIS for Sense
International
• Increase active donations
• Deeper comprehension and awareness
• CMI base for continued conversations
• • Engagement
across social platforms
• Blurred out texts sent • Voice calls muffled or silent• Texts converted into braille and sign
language symbols • One to One eDM’s that visualise
unused communication as currency
Follow initial disrupt with a bespoke video content pushed directly to Lucy’s mobile.
End CTA is a message which informs her she has been chosen to join the Communication Donation movement.
She is driven to the hub (in conjunction with Vodafone)
THE COMMUNICATION DONATION
Lucy pledges her call/data/texts for equivalent money donated to Sense.
Each pledge demonstrates how you are helping; ie; 100m of calling ($9) per month allows for 6hrs of weaving training*.
Lucy gets to choose the country she is supporting and ask questions about how the funds are spent.
Link to Sense International’s social networks.
Community generating opportunity via incentivised friend enlistment.
Incentivised rewards programme with content partners allow for continued engagement; includes iTunes Spotify and Netflix.
SHARE & REWARDA visualisation of Lucy’s donations enable her to see the extent and influence of her input and share
socially.
DISRUPT & EDUCATE
Launch the campaign by suspending Lucy’s reality for a short period of
time by bringing to life the ailments that deafblind children go through.
ENGAGE & ENLISTDrive Lucy to sign up to the communication donation.
AMPLIFICATIONVisual representation is fundamental to the continued engagement of our target
Each user will have a socially sharable and personalised dashboard (created by Vodafone with their personal info) bringing to life:
• Pledges made• Communication donated• Actual hours of training and education given
to children and where• Rewards received as a result of their actions
BEYOND THE CAMPAIGN PERIOD
• Infographic of change attributable to The Communication Donation PR’d with the intent of eliciting global rollout
• Data visualisation on the phone bills of the non-enlisted
The real power behind The Communication Donation is its
simplicity allows it to be exploded as a movement. We
view this as just the beginning.
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