study abroad berlin project, 2015
TRANSCRIPT
THE INSIGHTThe city is the most accessible and most effective medium through which young
Berliners can showcase their creative expression to gain a sense of purpose.
THE PROBLEMCollege-aged Berliners don’t recognize, during the moment of action, that littering
cigarette butts contributes to a littering problem they don’t know exist s and that
hurts their city (observation) .
THE OBJECTIVEConvince young Berliners that proper disposal of cigarette butts keeps Berlin,
well, Berlin.
WHO
DEMOGRAPHICS:
18-25 years old
May or may not be college-educated
Typically low-income
Embrace and often provide creative experiences
Germans, including Berliners, have one of the highest recycling rates in the
world: 62%. The goal is to increase this, further. (Berlin Senate, 2013).
Berliners do not realize they have a problem
#OFF
THE
STREET
S
BURY YOUR ASHES. BEHOLD YOUR BERLIN.
CONVINCE CREATIVELY MINDED YOUTH IN BERLIN
(18-25) TO PROPERLY DISPOSE OF CIGARETTE
BUTTS, BECAUSE EFFORTS TO ACHIEVE CLEANER
STREETS WILL INCREASE THEIR SENSE OF
COMMUNITY AND, IN TURN, THEIR SENSE OF
BELONGING TO BERLIN’S CREATIVE CULTURE.
COMMUNICATION OBJECTIVE
I. TRANSIT
TAGGING
II. BONFIRE
PLANNING
TRANSIT TAGGING
“The Hipsters Live in Friedenau”
• “Most Berlin trendsetters live in the central districts of… – Friedenau (79.7%),
– Prenzlauer Berg (79.5%)
– and Friedrichshain (76.8%).”
– Also: Mitte
According to Berlin City Report http://www.tagesspiegel.de/berlin/staedtereport-die-meisten-trendsetter-leben-in-friedenau/7271894-
2.html
MAGAZINE TAGGING
(PRINT ADVERTISING ROUND 1)
BUILD PARTNERSHIPS WITH
INFLUENCERS: INSTAGRAM
http://www.worldofwanderlust.com/10-of-berlins-best-instagrammers/
BUILD PARTNERSHIPS WITH
INFLUENCERS: YOUTUBE
http://www.you.de/YOUBerlin/Besucherinformationen/YouTube-Stars/
INVITES TO BONFIRE:
• Local boutiques, restaurants, and new partners
http://www.cremeguides.com/en/berlin-stadtteil/friedenau-2/
I. PRESS BONFIRE
II. SOCIAL MEDIA
CAMPAIGN
PRESS BONFIRE
(RELEASE MURAL)
PRESS BONFIRE(INTRODUCE FIXTURES)
PRESS BONFIRE(RELEASE COMMERCIAL #1 – INCLUDING NEW PARTNERS)
CHANGES-MUSIC:
DAVID BOWIE
[Music plays as video clips and images from the 1970s to now flash across the screen. Included in the video are iconic figures from history, as well as current influencers. It will show footage of people having fun and using the future fixtures.]
Voices of Partners:“We may be young, but we have a long history.Whenever there’s been culture, there’s been one to counter it, challenge it, change it.
Change.
That doesn’t happen when everyone takes the same route, the “The Mainstream.”It happens when people dare to take the road less traveled – or even better:When they take the one that doesn’t even exist.
Streets lead us to many places –Even ones where nobody would ever go.But then there’s us,The youth,And we go there anyway.
Some of us know why we do it, Others of us don’t.But each of us walked alone at one pointHoping that,At some point,The world will follow us#Off the streets”
SOCIAL MEDIA CAMPAIGN ROUND
1• Trend-Setters Post video & images
• Starts during and after bonfire
• Connects back to central website with an “About Us”
• Begin our Instagram & YouTube Campaign:
•Instagram • Interaction with Transit Tags & Mural
• Polls: “Where do you want an instillation piece located?”
•YouTube•Interview Trendsetters on Commercial
•Commercials
•Facebook Page•Share content
•Dialogue with youth
I. PRINT
ADVERTISMENTS
ROUND II
II. CONTINUED SOCIAL
MEDIA CAMPAIGN
PRINT ADVERTISING ROUND 2
SOCIAL MEDIA CAMPAIGN:
ROUND 2
• Use to establish brand with visuals and films• Utilize hashtags: #offthestreet #myberlin #buildberlin• Alert of upcoming events
• Instagram:• Geotracking• Burning Berlin with Partners
• YouTube:• 3-Part Teaser Series for Installation
I. INSTALLATIONS
PLACED
THROUGHOUT
BERLIN
FIXTURES INSTALLED
•Large ones: transit areas, public spaces
•Small ones: in partner clubs, restaurants, bars
•Features depend on area and are partially designed by artists
I. COMMERCIAL ROUND II
II. CONTINUED SOCIAL
MEDIA CAMPAIGN
FADING-MUSIC:
DAVID BOWIE
SOCIAL MEDIA CAMPAIGN:
ROUND 3
• Instagram:• Teaser Campaign for Commercial
• YouTube:• Post Commercial• Behind the Scenes of Commercial
I. POP UP STANDS
SUSTAINMENT
WE BELIEVE IN THE
KIDS
WHO ARE
#OFFTHESTREET