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7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
1/19
Adetunji Adelekan - mediaReach OMD
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
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Objective
Challenge
Facts
Insights
Big Idea
Strategy
Execution
To develop a media campaign in order to ra
N200Mn to support the cause of WELA
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
3/19
Objective
Challenge
Facts
Insights
Big Idea
Strategy
Execution
People dont donate because they dont th
affects them significantly
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
4/19
Objective
Challenge
Facts
Insights
Big Idea
Strategy
Execution
WifeHusband
A woman is important because she ismuch more than she is
SisterBrother
is
is
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
5/19
So, who really is the Victim
One in 3 of all women and
girls 15-24yrs have beenvictims of domestic violence
Around 65% of social viceshave been attributed tochildren that come out ofabused homes
Up to 2/3 of Nare subjected violence in the
It could be y
Objective
Challenge
Facts
Insights
Big Idea
Strategy
Execution
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
6/19
Objective
Challenge
Facts
Insights
Big Idea
Strategy
Execution
in
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
7/19
Objective
Challenge
Facts
Insights
Big Idea
Strategy
Execution
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
8/19
#WeinMe
An Insignificant amount
can improve livesSignifican
Your Will chathe lives
Wome
1 23
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
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Objective
Challenge
Facts
Insights
Big Idea
StrategyExecution +3
W i h h h ( 3) i h d i h lif
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
10/19
7am
12 noon
8am 9am
10am
2pm 3pm
6pm 7pm
9pm
Travel journey time
Travel / Shopping / Church
Lunch
shopping / restaurants
Home / re
Attends social functions
(weddings, birthdays etc)
Time with Family
(restaurants, beach etc)
Lunch Meetings
OOH (exposed to OOH during
commuting from office to
Restaurant
Office meetings
Listen to news on
Radio
Drives or
commutes to work
Honours Invitation To Major
Events
Exposed to OOH, and
signages
Exposed to TV brieflyduring lunch (passive)
Listens to music on Radio
during commute
Liste
Radi
comm
Listen to music
on Radio
Goes shopping
Exposed to in store
branding
Browses the
internet
extensively
Weaving the thought (+3) in the day in the life audience, across various opportunities
Obj ti
http://www.indiatalkies.com/images/board-meeting24713g.jpghttp://www.indiatalkies.com/images/board-meeting24713g.jpghttp://www.google.com.ng/imgres?imgurl=http://www.wls.k12.oh.us/Home%20Images/Flat%20Screen%20TV.jpg&imgrefurl=http://www.wls.k12.oh.us/Home%20Images/Forms/DispForm.aspx?ID=264&usg=__Dp1At2xbXoB4CJGTTAAYvmZxXCM=&h=342&w=530&sz=56&hl=en&start=10&zoom=1&itbs=1&tbnid=bscvV90iBVmY6M:&tbnh=85&tbnw=132&prev=/search?q=flat+screen+television&hl=en&sa=G&biw=874&bih=539&tbm=isch&ei=YIbmTaXJF9DLsgak7pSUCA7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
11/19
84%80%
73%
27% 27%34%
8
Radio TV OOH Newspaper Internet Magazine Cin
%R
each
Source: AMPS 2013
Leveraging a healthy mix of mediaObjectiveChallenge
Facts
Insights
Big Idea
Strategy
Execution
Obj ti P Lit N 97
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
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Objective
Challenge
Facts
Insights
Big Idea
StrategyExecution
Per Litre N 97
+3Can EmPower Women i
According to FRSC, over 7 million cars ply Nigerian road
Over 1.1 million vehicles were newly registered in 2011 in
Lagos state according to MVAA and Lagos Bureau of
Statics
Report from MetroNaija shows that the average
Lagosian spends at least 6 hours on the road.
Total has a total of 215 filling stations in Lagos, Ibadan,
Abuja, Cross river, Kano and Rivers. With over 50% in
Lagos and Oyo as quoted by www.totalmapng.com
Every cars buy 20 LFor 50 CarFor 215 Fueling statIn a MonthIn 11 Months
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
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20 March, 2014
+3 on e-commerce sites
N 100
Check Box to help Stop Domestic ViolenceN 3.00 N 3.00
Total: N 1, 480.00
FEED ADREAM
FEED A
DREAM
Part
comenabpoin
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
14/19
Leaderboardsand side bannerswill be deployedon top Blogs andWebsite
FEED A
DREAM
FEED A
DREAM
Strategic keywordbuys, we will buy intokeywords likeviolence, domestic,
rape, Life,silence
Massive use ofsocial mediainfluencers todrive awarenes
#WeinMe
Minidocumentaries willbe aired asYoutube pre-rollvideos
+3 message on Digital, with contextual relevan
To be measuredWELA FacebookTotal number ofand Clicks achievRespondents popfacebook profile
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
15/19
+3 message on Radio, leveraging OAP popularit
Radio is to be deployed as ke
medium Leverage on existing platformSharing life issues with Cha
Deploy on drive time on netwostations such as Rhythm FM
Get Multinational companies eTotal and Shoprite to sponso
segments on the show Drive traffic to Total fillingstations and shopping malls wpeople can make their donatio
A four part series on NTA for Pan Nigeria coverage i
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
16/19
- Incest
- Early marriage
- Forced Pregnancy
Abortion
- Sterilization- Circumcision
- Sexual Harassment
- Trafficking
- Malnutrition
- Health Care
- Denial of economic
resources
- Education
- Harmful traditio
practices
- Dowry
- Killing
- Widowhood
A four part series on NTA for Pan Nigeria coverage istates, strategically on a Sunday afternoon for maxim
Co-hosted by
Empowering Women, powered by WELA
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
17/19
Amplifying the cause
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
18/19
Summary
Challenge: Prompting people to get involved and donate
Insight: A woman is important because she is much more than she really i
Solution: connect all social media platform, use radio to create awareness
and make it easy for people to participate
Execution: used owned and paid media over time to create awareness and
drive engagement.
7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun
19/19
EmPowering Women= EmPowering