Listen to me Team Romania

Listen to me
Team Romania
SITUATION - CHALLENGE
Smart people (target) hardly trust brands that pretend good intentions
because they know the hidden benefits of CSR campaigns and the power of
advertising. They react only to honest and CONTAGIOUS ideas that
impact their life.
OBJECTIVES
1.
Make them our ALLIES in ending the environment destruction by
eating less meat.
2.
Turn them into ADVOCATES proud to give up meat because it
makes them feel part of something BIG, their action impacts positively
their life, thus looking good in front of their friends.
TARGET
People living in the Digital world, impressed by mind blowing innovation,
eager to try new things as long as it solves a need/a long
lasting wish.
They trust in genuine Manifestos coming from a real Heart, not from
AD Land.
Strategy
Genuine idea based on an already
existing behaviour, naturally
integrating in their daily life.
Shape these theoretical issues: climate
change/sustainable agriculture into a
relevant experience for their daily
interests, powerful enough to make
them act as it comes like a
heart-to-heart conversation,
not a branded one.
Light-hearted not blaming
movement to ignite their will of
adopting the cause.
INSIGHT
Till now nobody could decode the animals’ language, give
them
that voice to tell us from the bottom of their hearts how much
harm we make with our acts, with eating meat!
The power to express those punchy feelings coming right from the
victims’ heart.
If only for a second we could hear their suffering and a truly prayer, not
another brand’s once that has people behind!
Listen to me!
IDEA
80% pollution
made by cattle.
SAVE me and
eat less meat!
Shazam animals
Shazam is here to bridge the gap and transcend any
boundaries between these two worlds. We take
advantage of a Handy Tool, already loved and used by
500 million people to share the Animals
manifesto.
HOW/EXECUTION: Curious about what the singing
birds/whales or just your dog wants to tell you?
Name: Parrot
Features: Elle conçoit,
développe et commercialise
des produits grand public
Shazam their voice and you’ll hear a juicy speech
blended with hard-hitting environmental
facts happening in that very moment of
Shazaming -> explaining how eating meat kill their
home (Earth).
Then, this victim, asks you to save his life by sharing its
message on Facebook and eat less meat.
Listen to me! Shazam animals
TWIST: we keep them always on the edge of
“what’s next” because the app
Offers you new/
unpredictable facts about
environmental destruction
with each animal’s talk-
Unlock the name of the
animal and its features for
every sound you meet
right from the source
to harness trust.
INFORM – INFLUENCE - MOBILIZE
Having this strong foundation
we BROADEN ITS PURPOSE
100 kg
You can buy pets identical with those shazamed
only with NATURE’S Currency:
vegetables/fruits.
-
100kg apples = 1 golden fish -
Name: Barbus Dorsalis
Features: is a species of rayfinned fish in the genus Puntius.
Contagious infusion in any media
LAUNCH: Special Event – Big Natural Reservations inviting tourists/parents/children
to hear the animals message and know more about them – memorable experience
that is more than surface deep (awareness made with just a logo sticker).
Social media: Animals please them to make their voice known on Facebook and help
them by promising to eat less meat – online buzz made by people (real
influential KOL).
Co-Creation Platform – Brand Website – where all Shazam
Animals users express their activism by signing the petition of
Eat Less Meat for a Better Life (measurable results).
Journalists/bloggers who already have Shazam and are just
curious what their pet tell them (create the context to
adopt the cause).
Schools – educational tool to enhance knowledge about animals, adding value by
tackling environmental issues (brand consideration from people
otherwise wouldn’t).
YouTube channels
Radio spots
Challenge - Smart people (target) hardly trust brands that
pretend good intentions because they know the hidden benefits of
CSR campaigns and the power of advertising
Objectives - Make them our allies in ending the environment
destruction by eating less meat.
Execution – Launch with just stickers glued on walls of Big Natural
Reservations inviting people to Shazam animals’ language. Then it
naturally transcends any media: shae on SM, shazam their pet, or the
Animal Planet TV shows/ YouTube videos with animals/Radio spots/
educational tool in schools, Co-Creation online Platform Petition.
Turn them into advocates proud to give up meat because it makes
them feel part of something BIG, their action impacts positively their
life.
Strategy - Translate the theoretical issues: into a relevant
experience for their daily interests, powerful enough to make
them act as it comes like a heart-to-heart conversation, not a
branded one. A genuine idea based on an already existing
behaviour.
Insight - Till now nobody could decode the animals’ language,
give them that voice to tell us from the bottom of their hearts how
much harm we make with our acts, with eating meat!
IDEA: Shazam is here to bridge the gap between these 2 worlds.
We take advantage of a Handy Tool, already loved by 500 million
people to share the Animals manifesto.
HOW: Curious about what the singing birds tell you?
Shazam their voice and you hear a juicy speech blended with hardhitting environmental facts happening in that very
moment of Shazaming -> explaining how eating meat kill their
home (Earth).
Then, this victim, asks you to save his life by sharing its message
on Facebook and eat less meat.
Name: Barbus Dorsalis
Features: is a species of
ray-finned fish in the genus Puntius.