TituloTeam: Epiphany
Agência
PostedNovembro 2016
História The aim of the campaign is to promote the value of advertising in providing quality online content. Thecampaign is targeted at European citizens aged 18-29 and is set to run from May to October 2016. Ourstrategy is based on the thought that our audience is already aware of the funding advertising provides,yet they choose to disregard it and still treat advertising as something that disrupts their onlineexperience. All they care about is getting that content.This campaign aims to stand out from ads our audience see online by not aggressively begging forattention, but rather play on their egocentrism and intelligence and leaving the conclusions up to them.We don't want to patronise or educate, but rather empower them in their moral choices.By designing adverts that show advertising as part of quality news headlines, we want to bring ouraudiences' attention to the thought that without ads, the journalistic strive for truth will be underminedand compromised. And, as a result, we show them that it's their choice of accepting adverts thatinevitably contribute to their own access to diverse and truthful information online. As a touchpoint forthe campaign a microsite will be set up with an open letter explaining the importance of advertising.Journalists will be invited to contribute to the site with their own take on the issue. This way we hope togenerate industry-wide attention.We want users to make peace with online ads and when faced with a decision to install ad blockingsoftware, make the obvious right choice.There might potentially be concerns over the use of headlines and quotes, but any negotiations can besettled directly with the content owners, or alternatively fake headlines can be created to reflect oncritical events.