Campaign Summary
Project Dobro-druzi supports youngsters who care for their
local community and environment. In teenage age, they are in
a process of finding their identity. A big part of ones identity is
being part of a community. We will not only help in defining
who they are, but also advise them on how they can work
with that in their local community.
Creative Insight
Young people have lost the connection to the place they live. It
is mainly because they can create and support their
communities in an online environment very easily, no matter
the distance. The problem is that this trend may lead to a very
individualistic society. We need to reinvent the sense of local
belonging in their minds. And what is the oldest motiv of local
culture? Folklore. As both community and identity
representative. This fits perfectly in the way that teenagers
communicate online. Metahumour.
Solution
Personality test! As a tool for finding their identity.
Together with their personality definition, we advise them on
how to use this type of personality in their local community.
And motivate them to register.
We support the campaign with the format where you can tag
your friend. Peers can nominate each other directly for
registration, then we can reach out in the comments.
Whole test in a folklor visual concept, that surprizes them,
combined with cool assets, that also push them further in the
process. Funny folklore personas representing personality
types also serve as a main communication asset.
How does it work?
AWARENESS: We show different types of personalities
challenging users to take a test too. In an easy stories posts
with CTA. Selected influencers sharing their results.
ACTIVATION: Interactive quiz on a landing page. Filling the
test, users get their personality description and a calling to
use it immediately for a specific activity.
ACTION: The button calling to use their personality for an
activity leads them to fill the formula. Community
management as a supporting channel under the tag a friend
post. We explain benefits in comments under posts.
MAINTENANCE: Possibility to share the test results on Insta
stories to support organic potential.
Who are you and what
is your place in your
local community?
Spend afternoon with seniors
bavič
mušketýr
Clean the forest with the gang
nadacevia 1h
T
ake a test
How do you look on Monday morning?
When I’m going out with friends, I love to..
Dance
Joke around
Listen to music
Be quiet and hope
nobody is noticing me
PERSONALITY TEST: Who are you and what is your
place in your local community?
1/10
2/10
bavič
Funniest homies around! When there is
room for humor, they can’t help
themselves. A moment of silence
traumatizes them. They like to be
the center of attention.
Spend afternoon with seniors
Share your results
Stories
KDO JSEM
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fill in
09:41
nadacevia
Posts
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Tag the
funniest homie!
register