| Titulo | The Tiny Agency - The Power to Choose |
| Agência | Paris II - Pantheon-Assas University |
| Posted | Novembro 2016 |
| História | Campaign name#PowerToChoose Campaign backgroundLook around, ads are everywhere. But, there is a difference between ads on the street, and online ads : the choice to look at them or not. On the web ads are forced on users eyes. The web is in its essence a place where users have power, are actors, but concerning ads they have no choice, they can’t avoid them. The only solution is to block them all. Our idea is to use the web founding principle of users power and collaboration to « Revolutionize theweb for its and everyone's good ». We want the European Media Alliance (EMA) to be the webmediator between advertisers and users, encouraging them to work together for a better web, givingthem the power to choose their web.Our goal is dual: we want users and advertisers to understand that both the blocking of ads andintrusive advertising are harmful. Our campaign underlines the dangers of ad blocking for a “free” web and supports what advertisers already know : the necessity of changing bad habits on the web. We think that advocating for sustainable advertising would be profitable for the web, its users andadvertisers. Our campaign is based on the creation of a case study created in a key touchpoint, which will show in an original way the importance of advertising on the internet. It will take side both with users,understanding their hate for intrusive ads, and with advertisers, promoting the role of advertising, and accompanying them in their mea culpa. A web plugin linked to a platform will create a dialogue between advertisers and users giving them the power to change the web! I A mobile phone game will bring the funny touch. If we want the economic model to be maintained, combined efforts are necessary. |