| Title | Team Wise |
| Agency | Istanbul Bilgi University |
| Posted | November 2016 |
| Story | ProfileTeam Name : Team Wise Campaign nameSave The Content Campaign backgroundThere is approximately 200.000.000 people in the world who use adblocking services and this maycause the decrease of available free content on the net. Internet users and content providers arealready being affected by the adblocking services. Since ads are actually providing the cost of the freecontent. On the other hand, people prefer to use such services because of disturbing effects. Primarydisturbing effects are the invasion of private time and the complexity of accessing.As a result, the strategy is to convince people about effects of adblocking services and encourage them not to use those services. To reach the strategy our approach will be to show what happens when the free content disappears. And from thereon we aim to increase the awareness of importance of online ads in reaching free content. Prioritized objectivesThe specific idea is that free content is saved by the users and the main point is not to use ad blockingservices. For the measure of campaign effects, we will search Facebook, Twitter and Youtube shares and likes (virals, digital prints) plus we will look at our mobile ad view. We plan to access target audience with traditional media like magazines which are consumed monthly to be achievable.The campaign is based on the digital media to be realistic because of accessibility of active internetusers. On September, the campaign’s first step will be executed to create awareness.Proposed strategy & tac Our target audience is between the ages 18-25 who are using internet actively and do not favor online ads. As explained they see those ads as waste of time, invasion of personal space and unneccesary. Yet most of them are not aware of the direct relation between the online ads and accesibility of free content. Therefore are aim is to show this vital relation between them and make a call to the audience to save the content by not blocking the ads. Creative briefThe idea behind our campaign is to make people understand by using ad blocking services our accessto free internet content will be limited. We believe this idea will relate to our target audience since ourtarget audience is the heavy user of free content and the negative side effect of adblocking andlimitation of free content will affect their life as well. The possibility of limited free content will be a big problem to our audience and in our creative approach we aim to make them see the relation between those two. Creative execution As a result our creative idea is ‘save the content’. Our story will focus on disappearing free content asthe result of adblocking activities. Our headcopy is ‘Ads are annoying, but if ads disappear one day,there will be no FREE CONTENT. Stop Adblocking’ The headcopy is supported by #savethecontent.We aim to reflect disappearing free content on internet. So we predict that the idea will gain activeinternet users who are afraid of losing free content and the materials like virals and mobile ads help toaccess our target audience. Media planWe have three channels for our campaign; Outdoor, Digital and Print Ads. Digital print ads and viralvideos will be the first media and will be executed in September. We believe during these execution,content will be shared among our audiences and will raise some interest to our major campaign. Afterdrawing the attention, mobile and outdoor ads will be implemented. For outdoor locations we suggestplaces where are audience is and that will be university campuses, subway stations and city centres. In the meantime, the print ads will be released. VIRAL DIGITAL - PRINT ADS - OUTDOOR ADSSuitable measures for assessing the proposed campaign'ssuccess For the measure of campaign effects, we will look facebook, twitter and youtube shares and likes (virals and digital prints) plus we will look at our mobile ad view, during the time which ‘save the content’ go on. We want to be sure that students are aware about campaign so with help of billboard we will have much more views.. Also we plan to access target audience with traditional media like magazines which are consumed monthly. Campaign summaryOur creative idea is ‘save the content’. Our story will focus on disappearing free content as the result of adblocking activities. Our headcopy is ‘Ads are annoying, but if ads disappear one day, there will be no FREE CONTENT. Stop Adblocking’ The headcopy is supported by #savethecontent.We start with virals to create awareness, it will be followed by digital print and outdoor ads. The result of the campaign we aim to raise awareness about the relation of free content and encourage audience to stop using adblock services. |