Campaign Summary
Creative Insight
Choosing the right combination of different digital
media tools, where each of them plays different role
and together they form an effective communication
mix.
TikTok is at the absolute peak of popularity among
young people and its a source of inspiration for
forming opinions. Cooperating with the right
TikTokers, they will introduce our concept to the fans
and entice them to try the core of our campaign – the
CraftIt app.
In the app, we work with AR technology, which
represents an improved interactive version of the real
environment and a combination of the digital and
physical world. This is precisely why AR is an
important part of the application and allows users to
look at common places from a completely new
perspective.
Discord is serving us as a communication platform for
communities, where they can discuss and plan their
project, find the right people that will help them and
finally make it happened.
Introducing CraftIt, the place where ordinary and neglected places are
transformed into their enhanced digital version as a first step into their
reconstruction in the real world. The places around us should serve the
community and reflect its needs. CraftIt is a place where every user can
change the world according to their imagination and, thanks to augmented
reality, transform their surroundings to a new perspective, plan charity events
or thrift sale, or neighborhood meetings.
The digital environment presents endless possibilities where all the ideas
from users can see their implementation. The virtual world thus affects the
reality around us. Lastly, for every realized project, the authors get points,
which can be used in real life, as an advantage when applying for a job, which
is similar to volunteering jobs. Yet thanks to CrafIt they can start with helping
communities at a very young age, at their own pace.
Solution
How does it work?
There’s no need to heavily persuade young
people to good deeds. The percentage of
teenagers that donated to charity raised from
33% in 2015 to 52% in 2019.
At a same time, multiple studies has shown that
gamification and AR is leading to increased
engagement and their further development. For
example students who played an educational
game that incorporated gamification elements,
such as earning points and competing with
peers, scored 12% higher on a post-test
compared to those who participated in a
standard classroom activity.
That’s why, rather than focusing on how to reach
and talk to young people, we are shifting our
focus towards the possibilities of how to make a
process of helping more fun, engaging and
easier for them. Allowing any good idea to be
transformed from their virtual reality into physical
reality.
Despite being glued to technology, young
people care more about social issues and feels
greater sense of community, compared to
previous generations, there’s no doubt to that.
We are harnessing this to its full potential.
Creating an digital space where we are
connecting them to what they are becoming
disconnected with.
Knowing the fact that kids won't stop using their
phones, we decided to give them a tool that
helps them to get to know their neighbourhood,
come up with new ideas and see things from a
different perspective.
Through the lens of a phone camera, we present
the CraftIt app, a place where abandoned and
dying places can become alive again.
Instead of just passing by the familiar streets of
their neighbourhoods, users can suggest
renovations, organize events within local
communities or help to keep their area tidy, safe
and exciting place to live.
All good
in the hood
Discord channel
TikTok coop.
with influencers