Diptanta Wahya Jati Nugraha

1006694883

Gav Gordon-Rogers | Round 4

Brief: "Wikipedia" (www.youngglory.com)

Judge:

Gav Gordon-Rogers, Interactive CD, Wieden+Kennedy London / CD, LBi Edinburgh

Released:

Jan 1, 2012

Submission Deadline:

Jan 31, 2012

Status:

Entries being judging.

Brief: Wikipedia

We're probably all familiar with this phrase: "An urgent appeal from Wikipedia founder Jimmy Wales" (see here). But how many of us have even clicked on the link let alone donated?

Wikipedia represents the very essence of the internet: free, collaborative, informative and educational. It's probably one of the most useful, most used and most undervalued resources on the internet. And crucially, it's driven by users who have the desire to help others for no personal gain. The site is not commercial, it has no advertising or sponsors. The only way it keeps going is through donations. So this is essentially a charity brief.

Your task is to encourage people to make regular donations to Wikipedia, however small those donations may be.

You can use any media, but remember that the budget will be extremely limited. Be realistic about how much your ideas might cost to execute. Think about innovative ways for us to communicate with existing users. If you have thoughts about inventing new Wikipedia services or offerings which could help to bring in donations, suggest them too. Does Wikipedia need new branding? Should we pursue strategic partnerships? How can we make people feel good about donating?

Try to create work which would genuinely convince your friends to donate regularly.

And when we strike gold, we'll send our winning response to Jimmy Wales to see if it might become a reality.

CREATIVE BRIEF

Client Wikipedia Job No.

Brand Wikipedia Briefing Date

Description Ensiklopedia bebas Presentation Date

Requirement Any media Campaign Launch Date

What’s the Product Background?

Wikipedia merupakan ensiklopedia bebas yang bekerjasama dengan wiki software. Ensiklopedia ini tersedia dalam berbagai macam bahasa yang dapat diakses dengan mudah dan gratis setiap saat melalui internet. Data yang ada di Wikipedia dikelola oleh penggunanya sendiri.

What are the Brand’s Issues/Problems?

Wikipedia merupakan situs yang berbasis non-profit, sehingga tidak terdapat iklan atau sponsor yang dapat menunjang keuangan sang pemilik. Maka dibutuhkanlah donasi dari para pengguna agar situs ini dapat terus digunakan. What must the Communication do to Solve the Brand’s Issues/Problems? Menciptakan keprihatinan di benak pengguna akan kelangsungan situs Wikipedia, sehingga para pengguna mau berdonasi untuk menjaga kelangsungan situs Wikipedia. Who are the Target Market?

- Urban, Sub-urban, usia 23-30 tahun (primary), SES A/B, pekerja mapan - Urban, Sub-urban, usia 17-22 tahun (secondary), SES A/B, mahasiswa

Johan, usia 25 tahun, dulu pernah sekolah di Universitas Trisakti. Sekarang menjadi manajer di sebuah perusahaan ternama di Jakarta. Dia tinggal dan hidup bersama orang tuanya di Jakarta Selatan. Dia sering membuka wikipedia untuk mencari informasi yang dia butuhkan, atau hanya sebagai rujukan ke situs lain yang menjadi sumber utama dari informasi yang dia cari, untuk mempermudah pekerjaannya sehari-hari. Johan mempunyai hobi nongkrong dan jalan-jalan. Dia masih single.

What are the Insights?

- donasi yang bisa diberikan, berapa pun itu, tetap membantu Wikipedia.

What is the Brand Idea?

- Wikipedia needs you What is the Proposition?

- Kelangsungan Wikipedia ada di tanganmu What is the Reason to Believe?

- Wikipedia merupakan salah satu resource paling berguna dan banyak dikunjungi di

internet

- Wikipedia merupakan lemabaga non-profit

- Setiap tahunnya, terdapat sekitar 684 juta orang mengakses Wikipedia (menurut

http://webupon.com/web-talk/10-unique-and-interesting-facts-about-wikipedia/)

- Wikipedia telah mendukung konten dalam 260 bahasa yanhg berbeda.

What are the Tone & Manner? Dramatik Are there any Considerations on Executions that Really Worth Knowing?

Jika TVC, menggunakan public figure yang populer