Andreas Weißböck / Niklas Wiesauer

Young Lions 2013 MEDIA Competition

PROBLEM

- Hard to reach deciders- Sonne quite unknown- Relatively small budget

APPROACH

- Creating added value for the company- Cost efficient = online focus- Develop a USP for the NGO

- Implementing bottom-up / top-down effect

TO

P D

OW

N

BO

TT

OM

UP

Young Lions 2013 MEDIA Competition

SOLUTION

By creating an online marketplace we allow employees to sell their already read books. The money each company

collects will be used for a direct donation or an individual education project for children in developing countries.

„Wissen weitergeben, um Wissen weiterzugeben.“

Attracting theemployeesattention by

showing obvious

problem and easy solution

Getting into the minds of the deciders

of the company

Company supports our

initiative

Company profile at the marketplace

displays progress of

sales

Donate or support an individual

project

KONY2012

Young Lions 2013 MEDIA Competition

MEDIA STRATEGY

SONNE2014

SOCIALSEEDING

SEARCH ENGINEADVERTISING

FACEBOOKADVERTISING

Young Lions 2013 MEDIA Competition

MEDIA STRATEGY - DECIDERS

USAGE OF CREATIVEPERSONALIZED

MAILINGS

PLACEMENT OFEXISTING MATERIAL

AT DECIDER HOTSPOTS

APPROACHING INPERSON (BY PRESENTING

CONCEPT)

EXISTING PARTNERSCREATE BASISFOR PROJECT

Young Lions 2013 MEDIA Competition

SUMMARY / MEDIA SPLIT

CMS / Database Social Seeding SEA / Google AdWords Facebook Ads Video

Production Mailings Infomaterial Print Support

10% 30% 19% 15% 15% 10% 1% 0%

Employee Decider

To do good

Together for a good cause

Seizable success

Small effort

Great Publicity

Increase of corporate spirit

Implemented CSR

Small effort