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| Titolo | Ad Absurdum - Final Presentation |
| Agenzia | Istanbul Bilgi University |
| Trama | Campaign name: Free the AdsCampaign backgroundTo begin with, our campaign is a reminder of how individuals achieve everyday tasks throughaccessing free online content. These are activities that we take for granted, such as looking for tonight's dinner recipe or how to find sources for university paper. In the campaign we demonstrate those ‘regular’ tasks by asking our audience to share with everyone what does free online content enable them to do. The campaign will be launched through social media and will commence with the creation of our accounts: Facebook (core platform), Twitter and Instagram. An informative video advertisement will be launched and shared through all three platforms. Content creators will call for the cause through our digital posters. An interactive campaign will take place where people are asked to share what free online content enables them to achieve; the top six (6) will win an internship within the associates of EMA. Finally, people’s ideas will be print-screened and converted into banners for websites.To plan our strategy, initially, we did a research to determine the target audience. Surveys werefollowed to verify our research conclusion and to discover why the target audience uses internet, why it uses Ad blocking technology and what it considers the main attribute of the internet - which is the free access to information. Lastly, we analyzed a focus group which helped us verify the survey conclusions and come up with the key idea that free access to online content is taken for granted.We expect individuals to change attitude towards online advertisements and become more tolerable,after the campaign. Ad blocking technology users are expected,, to some extent, to stop using suchsoftware.It should be noted, that the interactive campaign might backfire if people respond negatively, such as in the #McDStories from McDonald’s in 2012. |