TitoloBehind The Screens
Agenzia
PostedNovembre 2016
Trama Our online awareness campaign is called ‘Behindthe screens’. The goal is to inform the publicabout the businessmodel behind a majority of thewebsites on the internet and the fundamental rolethat advertisements play. The millenials are ourtarget audience. To be more specific: Europeaninternetusers between 18 and 35 years old. Ourcampaign consist of a plug-in, website and movie.The process of developing our strategy, consistedof three steps. First, we did scientific research ononline advertising, ad block usage, the millenialsand online communication strategies. The nextstep consisted mostly of brainstorming and debateamongst the team members. We thought aboutthe specific message we want to share with ouraudience. We decided to go for an informativeversion of the awareness campaign so as to diversifyfrom other awareness campaigns out there thatfocus mostly on shocking it’s audience. Usingresearch insights and creativity, we generated ideas;we asked ourselves how we were going to reach thetarget audience at specific points in their daily lives.Lastly, we created the concept for our campaign andworked on a strategy.The expected outcome of our awareness campaignis that the audience will realise how much moneyadvertisements have saved them. People willbecome aware of the business model and the crucialrole advertisements play in providing free internet.Some of the websites might be reluctant to includethe plug-in we provide, seeming as though it willeffect the design of the website.