PU PURE RE GOOD! GOOD AGAINST AINST SO SOCIAL CIAL EX EXCL CLUSIO USION N OF F FINNISH FI NISH YOUTH UTH
OBJECTIV JECTIVES ES & T TAR ARGET GET Objectives: Primary: Increase awareness of social exclusion of youth in Finland Secondary: Recruit donors to HELSINKIMISSIO Core target: Heavy users of Jenkki, emphasis in families
JOI OINING NING FO FORCES CES FO FOR A GOO GOOD CAUSE SE against loneliness energetic empathy seek, find, help sharing is caring act, support, challenge, be able building bridges between people
” ”, kun 1 IN 20 YOUNG G FINN NNS S BECOME OME SOCIA IALL LLY Y EXCL CLUDE UDED
SO SOLUTIO TION: N: ” PURE GOOD! ” MOVE VEMEN ENT
PRE-LAUN UNCH PHASE SE LAUNC UNCH PHASE vs. ...wi with h disruptiv uptive OOH H &sho hopper pper campa paign gn
BEN ENEF EFITS ITS FOR HEL ELSI SINKI KI MISS SSIO PRE-LAUNCH PHASE LAUNCH PHASE Curious awareness Financial support = 11 500 € / year Positive associations Every-day touch Maintain awareness 12 000 new donors = 24 000 € Reach (50 %)
BEN ENEF EFITS ITS FOR JEN ENKK KKI PRE-LAUNCH PHASE LAUNCH PHASE Proof for promise: Differentiation ” energetic empathy ” Surprise Every-day presence & relevance Emotions Social responsibility Experimenting Emotional valence
DELIV IVERABLES LES 1) Campaign visual identity Pack design, ATL&BTL materials 2) Detailed media plan Outdoor, e.g. Public transportation In-store, e.g. Shopping baskets, trolleys Other relevant , disruptive everyday environments 3) Social activation & engagement plan Facebook, Instagram, Website CAMPAIGN IGN BUDGET Planning & production 140 + 0 k € Media 200 + 100 k € TIMIN ING Pre-launch 1 Feb 2017 Launch 1 May 2017
ARE YOU UP TO PURE RE GOOD? OD?
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