| Title | Blocked |
| Agency | Avans Hogeschool AvM |
| Posted | November 2016 |
| Story | With our campaign we aim to spread awareness about the adblocking problem and try to actively makepeople stop using adblockers. Our insights are that when people use ad-blockers, they will graduallyblock-out content and in the end will block out themselves. Research has shown that most of our targetaudience is not aware of this consequence and will not like getting blocked from free content. Wechoose to keep our message simple and concentrate on pointing out the effect of peoples action. Stopad-blocking before it stops you!In a way, using adblockers will block you out! we have chosen to picture this phenomena by depicting“you” closed in a box, desperately trying to get out. We believe that seeing this image will convey theemotional state that our target audience wants to avoid, and at the same time make our audienceaware that they are inflicting this blocking out on themselves by their own actions, namely the using ofad-blockers. Our campagne is based on multiple insights, but especially the mirror neurons insight. This insightcreates an effect in our brain that if we see someone else going through an intense emotion, we feelthis emotion ourselves. (source: Keysers e.a., 2004; Singer e.a., 2004; Wicker e.a., 2003).This message can be used both to prevent people from starting to use ad-blockers aswell as rethinkingthe use of ad-blockers by present users.Research showed that successful campaigns and commercials have unique and activating aspects,which we noticed and named: use of humour, cynisism. The fact that they left their audience touched iswhat we are trying to accomplish. We based our strategy on these aspects and they will be seen in ourcampaign to interest our target audience and entice them to share on online platforms. |