| História | Campaign name: IT'S TIME TO WAKE UPCampaign backgroundOur campaign is about how to call to mind a target such as ours (young European citizen, 18-24 yo,more details below), disinterested - or even sickened - by the “system”, about this topic: be aware of the main role played by advertising in providing free top quality web content.In order to succeed, we decided to use their codes and to communicate about their centers of interest to bring them to listen and understand the main focus of our campaign: free Internet is only possible because online content is supported by digital advertising revenues.IT’S TIME TO WAKE UP!We will raise the issue of Ad Blockers as a main topic in Europe for young people thanks to a campaign based on humour, to offer a brand personality to the campaign (humour attracts and holds attention more effectively than a humorless message -hypothesis confirmed by Madden and Weinberger in 1984).Video game, funny and impacting advertising spot, social networks, information and media,entertainment, infographics, troll… Everything that works and that is pleasing to our target will be used in this campaign with a single goal: get our target interested by advertising issues and quality web content.We have identified two sub targets that will be adressed with one single speech, one signature anddigital platforms to be the most efficient.“I have learned why advertising is necessary for media to provide free and high quality content on the Internet. Thanks to advertising, I have access to free information, entertainment and social life on a daily basis. Without advertising, I would have to pay to access what I like the most or have a poorer quality information”.A strong viral buzz, press releases, influencers such as politicals and celebrities talking about it, might positively affect our campaign. Campaign summaryA platform called “Ad For Liberty” with an Ad Block Game and the Liberty Indicator to be referent on Ad Blocking topic. How to catch our target’s attention? Two ways: a troll campaign to reach Ad Blockers users by using their codes, and a funny and gripping promotional videos about their daily life impacted by Ad Blocking use, to get Internet consumers interested. One single speech, signature and digital platforms and two activations to be the most efficient for our big idea: “It’s time to wake up”. |
