SUMMARY

SUMMARY PICTURE

INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARYThe aim of the integrated social media campaign is collection of needed financial means for increasing capacity and thus bringing fully satisfying run of the safety line Linka bezpečí. We also need to raise awareness about problematic which this helpline is facing to. In order to fulfil these tasks we have decided, alongside the microsite adjustments, to use three main social platforms which have considerably high penetration in the Czech Republic, namely, Facebook, YouTube and Twitter. By means of this campaign we are aiming at wider general public of Czech citizens 25+ also outside the big cities which brings us to consideration of classical forms of communication such as ambient environment. We want to let our target audience experience and know the feelings and situations which are being experienced by the calling clients. The target group will be rewarded for their activity by means of affiliation with the campaign.

ALLOW THE PHONE RING!

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WRITTEN SUBMISSION OF THE CAMPAIGN

CREATIVE INSIGHT?

WHAT IS YOUR SOLUTION?

HOW DOES IT WORK?

The safety line is not the only “institution” providing with help for people who need it and are in problematic situation. Similar “institution” represents in certain way every one of us who is available and reachable on the phone for his/ her relatives. The quality of such services and the ability to help dramatically depends on the reachability of the called person. In our case our relatives are nearly constantly provided with the luxury of our reachability and getting the needed help. The clients of the Safety line do not have such a privilege thanks to the current capacity of the helpline where only 1 out of 4 calls is connected. By impossibility of reaching the Safety line are the clients as well as our relatives, while trying to reach us in critical situation, exposed to the pretty same situation in the moment when they critically need the help.

People are given the opportunity of “adopting the phone/s” and thus turn them from devices announcing unavailability of the line into “life phones” and thus improve the capacity of the safety line. By redefining the term donation (into adoption) in terms of microsite mechanism we want to achieve closer affiliation of donators towards the project, whereas the adoption itself will not be perceived as only “sent money” but as an acceptance of the responsibility, investment and the help to those who need it. Donators will delegate this way their financial means by form of adoption of the phone.

1. the campaign starts with ambient instalation in form of phone booth with the aim of creating buzz and content for viral video -> subsequently placed on YouTube

2. viral video in combination with facebook posts direct the user to the microsite

3. the user on microsite has an opportunity of “adopting the phone” and is given a choice of the ring-tones (can choose 1 out of 4, representing 25% reachability of the helpline), chooses the phone (= tone which he/ she receives as a reward) and pays the donation. Subsequently user receives a code for the tone / tune download and acknowledgment certificate (shared on fb wall)

4. keep on with the ambient instalation which provides with further possibility of generating new content for microsite, facebook and twitter account

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THE USE OF 3 SOCIAL MEDIA PLATFORMS

SOCIAL PLATFORM 1 YOUTUBE

SOCIAL PLATFORM 2 MICROSITE

SOCIAL PLATFORM 3 TWEETER

FACEBOOK

Applications could theoretically operate only within Facebook and bookmarks. But this solution is extremely impractical due to the accessibility

of mobile phones and potential usage of extra technology, there is also limited view port. We still offer the benefits of sharing via Facebook login. From our technical point of view is Facebook and microsite one platform.

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PLATFORM 1 DETAIL

Platform 1 will be YouTube. We will use ringing phone booths like a temptation for general public.

When someone picks up the phone there will be demonstrative fake client who cannot reach Safety line.This example clearly demonstrates the low capacity of the safety line call center and the need of the financial support for “activating the phones”.

The phone booth experience will be filmed on hidden camera and will be used as a viral video to evoke buzz and to attract people to visit microsite.

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PLATFORM 2 DETAIL

As a core platform is used microsite with close link (being reflected in) to Facebook. The microsite has been chosen because of its easy access to app by cellular phone and tablets. How does it works?

At the beginning we will explain connection between Safety line and “personal safety” line and why is it important to support Safety line phones.

Based on phone tones and a description of its activities (to personalise the phone, not to prioritize - better affiliation of donators) people choose right phone for adopt.

Then user chooses the payment method - DMS or bank account transfer. Based on the payment method will generated and delivered code to the user for downloading the ring tone.

While downloading the ringtone, the user can also possibly log in via Facebook and app will post acknowledgement / certificate on his/ her wall.

SUCCESSFUL ADOPTION

NEW ORIGINAL RINGTONE

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PLATFORM 3 DETAIL

1. We will carry on with phone booth installation (use of fake demonstrative child voice records) also during the campaign especially outside the big cities in order to keep people aware of the problem. Ringing phone booths keep on representing the unanswered calls.

2. When someone picks up the phone there will be fake demonstrative child voice recorded message demonstrating busy Safety line and the need of contribution.

3. People can contribute directly through the phone booth and write a message by dial-number keyboard.

4. Phone booth will send tweet about donation which will be subsequently displayed on the microsite. The best message we will post on Facebook wall.

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DMSPAY PAL

RINGTONE + ACKNOWLEDGMENT

SHARE OF PHONE BOOTH ACTIVITY TO THE MICROSITE - PHONE BOOTH WILL HAVE

SEPARATE TWITTER ACCOUNT

YOUTUBE CHANNEL WITH VIRAL VIDEO FROM PHONE

BOOTH AND PRE ROLL VIDEOS

WE WILL SHARE ALL ACTIVITY TO FAN PAGE AND

DONATIONS TO USERS WALL

SPECIAL PHONE BOOTH THAT

WILL ATTRACT PEOPLE

LOG IN WITH FACEBOOK TO COLLECT DATA TO

SALESFORCE CRM SYSTEM FOR ADDITIONAL MAILING

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ALLOW THE PHONE RING!