1. SUMMARY

Are you able to choose one child of many to give a help?

We make people think about donating through controversial campaign which looks like ordinary voting contest at first sight. Users are forced to choose among 4 children who have personal problems knowing that we can help only to one of them.Then comes the message: "Do you think that all of them need help? Without you we are able to aswer just 1 call from 4. Help us help all. Donate.Safety Line."

Once we have user's interest, we offer them an interesting product. People need to know what they are „buying“. We "sell" individual help for individual children. Danoators buy a certificate that they helped X children (50 CZK=help to one child).

We also want to motivate people to donate regularly - standing orders as prefered payment method followed by special rewards.

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY (Max 150 words)

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2. WRITTEN SUBMISSION OF THE CAMPAIGN

We want to shock our target audience with campaign that looks like ordinary voting contest. But users are forced to vote which one of these (4) children we should help (via Facebook application , interactive Youtube video and interactive banners).

After this clash, message follows: "Do you think that all of them need help? Without you we are able to answer just 1 call from 4. Help us help all. Donate.Safety Line.„

Then we offer to users specific forms of donation to create a feeling they are buying something tangible.

WHAT IS YOUR SOLUTION? (Max 150 words)

Promotion

Users are reached by online media format with

message: „We will help just ONE of them.

Decide whom we help and WIN.“

Facebook ads - leads to Facebook application

Youtube video and interactive banners - leads to

campaign landing page (similar as Facebook

application) on Safety Line Club

Cooperation with bloggers - create a buzz at the

beggining of campaign.

Donation

We want people to buy a certificate „Buying this

you helped X children with their problem“

Possibility to buy as a gift, add to wishlist and

send to Facebook friend or email.

Special forms of donation for greater donators

and companies.

Reward and sharing

After each donation: „Thank you“ newsletter with

enclosed certificate

Wallshare on Facebook: „Petr Novák just helped

XY children with their problems“

Rewards from partners (free Avast licence, O2

credit)

Reward for big donations: Vojta Kotek will come

to make a coffee for everybody.

HOW DOES WILL WORK? (Max 150 words)

• People seldom donate just because they want. They have to be moved, surprised or shocked. We need to create emotions, either negative or positive.

• When people donate, they want to see real impact of their donation, they want to „buy“ concrete, real things.

• Targed audience is used to take part in voting contests (specially on Facebook).

• From experience we have – people like to be told specific amount they should donate. Information like „we have to collect 5 milions“ can scare them.

CREATIVE INSIGHT (Max 150 words)

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3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

SOCIAL PLATFORM 1 (PICTURE)

SOCIAL PLATFORM 3 (PICTURE)

SOCIAL PLATFORM 2 (PICTURE)

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Cooperation with bloggers:

• Ondřej Neff –

neviditelnypes.cz

• Buzzmag.cz

• Jan Kraus – jankraus.cz

• czechnet.blogspot.cz

Interactive video

Promoted by video

ads (TrueView)

4. PLATFORM 1 detail

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Facebook application that allows users to donate directly and share this message on their timeline

5. PLATFORM 2 detail

• The use of social media - picture

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1. Introduction of 4 stories

(problems) – one by one

2. Following by all 4 children

together with message „We

will help just ONE of them.

Decide whom we help and

WIN.“ and voting buttons (buttons are part of video graphics with YT

annotations function on them including

external link)

3. Buttons lead to to landing

page on Safety Line Club

website with message:

„blablabla“

6. PLATFORM 3 detail

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Cooperation with bloggers to create a buzz at the beggining of campaign

7. SUMMARY PICTURE

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