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Objectives
+ Raise awareness
+ Motivate young people (16-35 years)
+ Generate new blood donators
+ Differentiate from competitors (Plasma Centres)
+ Educate about blood donation (according to ORK principles)
Mystery Campaign
Mystery Campaign Closure
Smartphone App
+ Super Hero Game
+ Push-Notifications
+ Virtual blood
donation ID
+ Fact-List
+ Questionnaire
Superhero Mobile
Sustainable Advertising Character
+ Testimonial in schools (Super Hero Week)
+ Cooperations with companies (public commitment)
+ Development of a TV commercial (cost effective)
Operational area and period of Advertising
+ Austrian wide+ 1 year campaign starting spring 2013
Budget
+ € 50.000,-+ Mystery campaign (Media cooperations – no advertising costs)
To Do´s for Löwenherz
Development of: + Red Cross Super Hero+ Mystery campaign – concept, stories, ads, etc.+ Smartphone app – game, functions, design, etc.+ Super Hero Mobile branding + advertising material+ School advertising+ Company advertising+ TV commercial