paper boat presentation
DESCRIPTION
Paper boat digital campaign conceptsTRANSCRIPT
Geek felt that while it is essen+al to s+ck to the core messaging idea about memories and nostalgia, it is important to portray it in a fun, engaging and unique way, for it to work in the digital space.
Paper boat is all about the memories one has of the +me that they grew up.
It has an air of nostalgia in it. Everyone likes to go down memory lane and exclaim, “Those were the days!”
Based on this insight, Geek has created a campaign which will work all across digital and invite a lot of conversa+on.
The campaign is called ‘Once upon a Time’. This stems from the brand communica+on revolving around memories.
The Once Upon A Time campaign will have a lot of memories which are crowd-‐sourced from people.
We can invite a lot of responses from people to share their stories and create art around them.
A lot of digital engagement can be made in terms of crea+ng a montage of videos which are collec+ons of these stories.
• Here are some mood boards to give a sense of the concept.
• PS: This is not artwork. Its just a reference to bring out the concept.
The Once Upon A Time campaign can have a great scope in the digital space simply because it is extendable, invites people par+cipa+on and s+ll s+cks to the brand communica+on.
Photo contest:
A contest can be conducted on Facebook which takes you on a trip down memory lane.
For this contest, we can ask people to share a childhood picture of a nostalgic memory.
Eg: Once upon a +me, I used to play with marbles with all the neighbouring kids in my locality (pic).
Website
To create some engagement on the website, Geek came up with a fun idea for the Paperboat website.
Website
We will be running ‘The Paperboat of Memories’ ac+vity on the website.
One can hop onto a paperboat of memories by tagging friends/ family with whom they have certain memories along with a small picture of the person.
They can upload their friends picture and write out the memory.
Website
A paperboat with their faces will be put up on a paperboat, which they will like, share and comment on.
Hundreds of such paperboats can be seen on the homepage of the website, as mul+ple people can form their own memory paperboats.
This will create a buzz and some engagement.
Offline ac+vity:
Paper boat can try and bring back the nostalgia of olden +mes by having a drive-‐in movie night in the city.
People can come and park their cars in an open ground and sit on the grass and watch movies on the big screen.
Paper boat drinks can be served. This will make people remember the good +mes.
Recrea+ng memories: Offline ac+vity
Paperboat can help you re live your memory. How? People can send us their childhood memory and tell us why they would want to re live it.
Eg: My favourite memory is a picture of my gradua+on with my friends in Manipal.
Recrea+ng memories: Offline ac+vity
We will pick up 1 best memory and help them to re-‐live it by taking them to that same place and taking a picture for them.
Twi_er buzz:
On Twi_er, we can run hastags for a week where we give them a word and ask people to send us a memory related to that.
Eg: #CollegeDays: We played pranks in the college labs and stuck ‘Who dun it’ notes on the beakers #CollegeDays!
Sharing a 2rupee Pepsi cola every day in the canteen #CollegeDays
App:
A fun game app can be created, where people can race a paperboat down a river with a friend (2 player).
The difficulty levels can get higher as more levels are crossed.