yl2014 media 22_loosers
TRANSCRIPT
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MUSIC IN YOUR HEARTJulie VERNEROVÁ & Jana SKLENÁŘOVÁ
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TARGET GROUPS
TEACHERS / PARENTS / HEAD TEACHERS / PARENTS / HEAD MASTERSMASTERS
TO MOTIVATETO MOTIVATE TO INFORMTO INFORM
PUPILS / STUDENTSPUPILS / STUDENTS
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FACTS
NUMBER OF STUDENTS: 1 000 000NUMBER OF SCHOOLS (BOTH PRIMARY AND HIGH SCHOOLS): 5500
> LARGE NUMBER OF PEOPLE> GEOGRAFICALY UNEASY TO REACH
HOW TO REACH THEM?HOW TO REACH THEM?
WHAT IS THE SIGNIFICANT BEHAVIOUR?WHAT IS THE SIGNIFICANT BEHAVIOUR?
WHICH CHANNELS TO USE?WHICH CHANNELS TO USE?
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TEENAGERS & MUSIC
DOWNLOADING LISTENING SHARING
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DOWNLOADING > GUERILLA CAMPAIGNPR POTENTIAL
LET POPULAR SINGERS RECORD “NEW SONG”
PRESS RELEASE ANNOUNCING THE LAUNCH
MEDIA SUPPORT
SOCIAL MEDIA CAMPAIGN
GOAL: HIGH EXPECTATION & SOCIAL MEDIA BUZZ
PRODUCTION & PR BUDGET: 200 000 CZK
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DOWNLOADING > GUERILLA CAMPAIGNULOZ.TO, BITTORRENT, MP3STAHUJ.CZ, ETC.
PLACE THE SONG ONLY ON THE COMMONLY USED NON-OFFICIAL SHARING SITESPROVIDE HIGH RATING
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DOWNLOADING > GUERILLA CAMPAIGNULOZ.TO, BITTORRENT, MP3STAHUJ.CZ, ETC.
HIDDEN MESSAGE IN THE MIDDLE OF THE DOWNLOADED SONGS: CREATE SOMETHING I WOULD DOWNLOAD
CELEBS RECOMMEND TO VISIT OTHER TV ÓČKO CHANNELS AT THE END OF THE SONG
NEW KIND OF ORGANIC PR POTENTIAL & SOCIAL MEDIA BUZZ
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LISTENING > CHANNELS
TV ÓČKOTV ÓČKO
TV SHOW PROMOTION
REPORTAGES
COMPETING VIDEOS
YOUTUBE
MUSIC IN YOUR HEART CHANNEL
TV SHOW RECORDS, FAN’S RECORDS, INSIGHTS
CELEBS’ PERSONAL MESSAGES
PAID COMMERCIALS (BUDGET: 100 000 CZK)
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SHARING > FACEBOOK
MUSIC IN YOUR HEART FANPAGE
SUPPORTED ENGAGEMENT
A YEAR LONG COMPETITION
TV SHOW CONTENT
MESSAGE: JOIN IN
OR
LIKE, COMMENT AND SHARE: SUPPORT YOUR
FRIENDS
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PARENTS / TEACHERS / HEAD MASTERS
THE OFFICIAL WAY OF PROVIDING INFORMATION:VIA MŠMT CHANNELS
MAFRA MEDIA (LIDOVÉ NOVINY, LIDOVKY.CZ, MF DNES, IDNES.CZ)
GOAL: GET THE TRUST AND INTEREST
OF THE AUTHORITIES
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How to reach them?
1 000 000 students in 5 500 1 000 000 students in 5 500 schoolsschools
SOCIAL SOCIAL MEDIAMEDIA
MUSICMUSIC
listening
downloading
sharing
ULOŽ.TOULOŽ.TO
YouTube + ÓčkoYouTube + Óčko
FACEBOOKFACEBOOK
Guerilla mediumDownloading the songs with
inserted partsGOAL: catch attention
Social buzzSupport your friends
GOAL: get engagement
Videos of idols: Become somebody who they would want to watch
Promoted mediumTV shows
GOAL: share own videos
EDUCATIONEDUCATION
HEADMASTERS, PARENTS, HEADMASTERS, PARENTS, TEACHERSTEACHERS
Get informed by OFFICIAL MEDIA - MŠMT, MAFRA