1. SUMMARY

Picture/scheme describing the campaign

(the same as slide 7) In the past we had to search for a places with phones to make calls. Today there are many phones, but what if there is no reach when we call for help? The line is busy... Our aim is to show in a funny way the importance of answer. No answer is even worse when someone needs help calling the Safety line. To reach the target group three social media will be used: Facebook, YouTube, Foursquare. Facebook page „When the line is busy“ will be filled with funny posts, memes and videos showing how annoying it is when no one answers your calls. A contest will be run where fans upload and share their home made videos expressing their feelings when a line is busy. The chosen videos will be used as a part of one engaging video with surprising ending. Foursquare launches. Check-in points will be created on special places. People will collect points for check-ins and donations and will gain badges and honours. Helping is cool so why not share?

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY

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2. WRITTEN SUBMISSION OF THE CAMPAIGN

WHAT IS YOUR SOLUTION?

Facebook will start with posts, memes and videos with people describing their feelings when they cannot get through a busy line. Posts will be promoted.

For the contest the fans will be asked to upload similar videos.

The funniest videos will be chosen and used to create final video showing several people furious about the phones. At the end we learn just few had a real problem, the ones who could not get help on the Safety line. A link to micro site asking for donation will be added. The video will have a big viral potential.

Afterwards, Foursquare will be launched. Check-in points will be created on the places where people used to go to make calls. People will collect points for check-ins and donations and will gain badges and honours. They will be ask to engage other users too and share on Facebook and Twitter.

HOW DOES WILL WORK?

In the past we had to search for a place to call from, when we needed help, because there were just few phones. Today there are many phones, they are like our best friend, but what if there is no reach when we call for help? The line is busy. How does it make us feel? We feel upset, angry, furious... And how must a child feel when cannot get in touch with Safety line?

CREATIVE INSIGHT

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We are addressing people who are active on social media, who like to have fun, play and show-off. Three social media platforms will be used: Faceboook, YouTube and Foursquare. We will show the people, how annoying it is, when you cannot get through because the line is busy. The Facebook community fan page called "When the line is busy" will be created. It will be filled with funny memes and videos showing how annoying it is when no-one is answering your call. The audience will be engaged through funny content and a contest. The fans will be encouraged to upload home-made videos on YouTube during the contest. The videos will be used to create a funny, engaging viral video. A surprising ending to the video with a strong call to action will be added. Then the Foursquare will follow with badge and majorship hunt.

3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

FACEBOOK FOURSQUARE YOUTUBE

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4. PLATFORM 1 detail

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5. PLATFORM 2 detail

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6. PLATFORM 3 detail

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