2. Objectives
Issues to be covered: Pet Shops – Shelters – Education of Masses
Alternate way
Create Long Term
to engage
Awareness = Habit
people
After campaign period
During campaign period:
After the campaign period Building education
High/compulsory(!) engagement will be created
programme
Composing urgent and effective public awareness
Establishing a long term habit in people
3. Tools
Insight: Ignorance of the people
Campaign Idea : The Aw file, a friendly trojan that will
influence the perception of people.
(with partnership of Norton, Kaspersky, McAfee, Avast, etc.)
Mission: To engage people with Aw
Insight: Having pets as an entertainment object for their kids
Long Last Action: PET ME (An education system linked to the
primary target audience.
Mission: To educate kids
4. Media Strategy – Multi-channel Platfrom
Overall View
12 – 15 Sep: Teaser 15 Sep – 4 Oct: Campaign Idea AW 4 Oct: Long lasting action: Pet Me
5. Media Strategy – Multichannel Platfrom
Teaser : 12 – 15 September
Creating Buzz before the campaign starts
6. Media Strategy – Multichannel Platfrom
15 Sept – 4 Oct : Campaign Period - AW
Spread of AW (Friendly Trojan)
15 September- Announcement of AW Until Oct 4 everday pop-up
Collecting users (12-15 Sept)
Per engagement Outcome
Amplifications: Engagement: donates money
via sponsers
7. Media Strategy – Multichannel Platfrom
15 Sept – 4 Oct : Campaign Period - AW
Earned media
Owned media
8. Media Strategy – Multichannel Platfrom
After campaign period: Making a Habit - PET ME
Long term education progamme
9. Summary
Insights Tools Achieved Goals
1. People ignore 1.Aroused public
1. Petshop animal issues (lack of awereness +
awereness) engagement
2. Having pets as an 2. Long Lasting Action
obeject = Habit
2. Shelters
3. Education How did we apply this process?
Starting Point:
Multi Media Platform: Long Lasting Action
Creating buzz to ready for
Amplify – Engage - Act Making a Habit:
campaign
