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Propositions



Thomas Van Ryckeghem
The task you gave us
New and exciting youth presence
for the RSCPA
Facts




100.000 youngsters
are fan on facebook
RSPCA has only 2,700 members
in this age group
Mindtriggers for me
The targetgroup
RSPCA and CRUSH?
The Target Group
 12 - 17 years old
Technology = Second Skin




 They discover tools in a playful way
Information Zapping




Zap between the different information channels
Impatience and discipline




    Quick information processing
       Want instant feedback
 They chose when they want to know
Relaxly Interested




      Intrinsically motivated
             Solidarity
They decide where their interest lies
Sharing and Collaboration




Sharing and collaboration (remix, manipulate)
What does teenagers like



Responsibility   Discover   Meet
“Improving your brands’ performance on each of these elements will
increase the number of conversations, strengthen your image and
eventually lead to brand leverage (Net Promoter Score & satisfaction)”
COOLNESS

Always Suprise,
Give new stimulus
that people share
REALNESS
Authenticity
Best in Design

Make technology
more simple

= DNA of Apple
Dove - UNIQUENESS
Real Beauty
Telling you about the users and not over the
product itself
Self-identification

Red-bull Support many
lifestyles

Combine different
passion points
Coca-Cola HAPPINESS Machine
Coca-cola deliver gratifications
Coca-cola don’t use negative emotions
How can RSPCA get more
       CRUSH?


   Animal Challenge
         Why?
Storytelling




Teenagers like to share stories
Challenges




Teenagers like competition
 And like to be challenged
Social




Teenagers like doing things together
What is Animal-Challenge

A competition that stimulate teenagers
to do animal-volunteering
How does it work

Teenagers can join the competition in three
ways




School              Club                          Team

               E.g: Scouting, Dance group, Making their own team with friends
                       music group                 E.g use of facebook
How does it work
         How does it work

Teenagers have to collect hours by volunteering
Every hour is one point, most points is winning


E.g: helping 4 h in a
shelter
How does the volunteering
          work
Teenagers volunteer and get a form from the
organisation they worked.

The School/Club/Local RSPCA-branch collect
these and sent it to SUPPORT (=> Website)
E.G: Tesco, Sainsbury’s Vouchers
How does it work
A website monitors how much hours a
school,club or team collected

You see the ranking of the schools, clubs and
teams, this will stimulate teenagers to do
more
How does it work
  Proposition1: A School-Challenge
At certain amounts of volunteering hours the
school/club/teenagers can get rewards and badges
How does it work
  Proposition1: A School-Challenge
At certain amounts of volunteering hours the
school/club/teenagers can get rewards and badges




                                      If the teenagers
                                    participate on more
                                       platforms (e.g:
                                         school/club)
                                      He can chose for
                                     witch organisation
                                     they at the hours
How does it work
   Proposition1: A School-Challenge
At the end the first three schools, the first three clubs and
the first three teams get rewards

Also first three teenagers who collected most hours get a
reward + a year free membership RSPCA
How does it work

SPONSORING
Get brands to sponsor your action so they give
awards

You give them advertising space on the website
How does it work

PARTNERSHIP

                     The BBC makes
                     video’s of the
                     teenagers in action.
A Tv-Programme about the challenges
with weekly the story of a school, club or
team
THE WEBSITE



http://tinyurl.com/animalchallenge
How will the teenagers hear about it


           BANNERS         TV-SPOT
 POSTERS




                                     VIRAL VIDEO
           SOCIAL MEDIA

  WEBSITE                FRIENDS
                FLYERS

    EMAIL                CLUB SCHOOL
How will the teenagers hear about it
How will others hear about it




Worth of Mouth (teenagers tells others)
Shareable video’s are created so the teenagers can
share these video’s on social networks
How will others hear about it

      Twitter is used to inform
      news/parents


      RSS-feeds



      Tv-programme follows all kind
      of groups
You will create a conversation




Because
Emailadresses of the participants
RSPCA sent them DM’s.

At the end DM to stimulate them to
become member
Parents
Get a Q&A on the site.
E.g about safety
What’s in it for RSPCA




                      Teenagers experience
Word of Mouth         where RSPCA is about

                      Teenagers volunteer
                      for RSPCA

        You get media-attention
Animal-Challenge = Crush

Cool: you act don’t tell
Real: animal volunteering is your roots
Unique:
 animal-challenge is a unique social experience
Self-identification:
 Teenagers can identify themselves with the
 campaign, because they are part of it
Happiness
 The campaign use positive emotions
 Deliver gratifications. Give instant feedback
Animal-Challenge

Inspiration
Animal-Challenge

Inspiration: anti-bullying campaign
Animal-Challenge

                   Inspiration
Summary
    More Crush for RSPCA with
        Animal-Challenge

Make RSPCA an Experience Brand
Q&A

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