TituloTeam: Below Zero
Agência
PostedNovembro 2016
História The campaign, aimed at 30-45 year olds, tells audiences why they should care about onlineadvertising. While avid users of the Internet, the audience does not understand that Internet is thedriving source of the online word. To respond to audience doubts on advertisings utility towards theavailability of free online information, creative executions leverage information that motivates audiencesand illustrates its absence in people’s lives. The narrative aims to educate consumers of the risks of thefuture online information as a result of rising ad blocking technology use. A mix of hard sell and soft sellapproaches are to be employed in order to earn audience trust by proposing an argument in anon-forceful manner, in comparison to the seemingly intrusive nature of online advertising in the lives ofthe audience. To engage the audience and prompt response, the campaign resorts to slice-of-life styleadvertisements that employ shock tactics approach through feelings of urgency in relation to futurethreats of ad blocking technology on our everyday lives.
Results of primary research including a pan-European survey (124 respondents) and focus groups, laidthe basis for deciding the target audience to address as well as the big idea that ad blocking threatensinformation equality. Ad blocking will “blindfold”, or block our access to the world of free information.The campaign aims to engage audiences and deter ad blocking adoption by fighting word of mouth withword of mouth, i.e. by delivering the right message to them before they have the chance to receivefurther messages about word of mouth via trusted platforms. 
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