Young Lions 2012 MEDIA Competition

Team Barbar

Young Lions 2012Media-Competition

Bardia RazzaghiBarbara Zwirchmaier

Young Lions 2012 MEDIA Competition

Data: Vizeum AustriaTeam BarBar

Consumers Motivation

Motivation to Self-fullfillment and SecurityMotivation to Self-fullfillment and Security

EnjoymentEnjoyment

VitalityVitality

BelongingBelongingPowerPower

SocialitySociality

Herbert Berater

Herbert Berater

Jan Hilfsarbeiter

Jan Hilfsarbeiter

Helga Nebenberuf

Helga Nebenberuf

Heinrich ArbeitslosHeinrich

Arbeitslos

Alfred Handwerk

Alfred Handwerk

Isabell Superfrau

Isabell SuperfrauRecognitionRecognition

ControlControlSecuritySecurity

Young Lions 2012 MEDIA Competition

Team BarBar

Path to Success: Consumers Mood-Scale

Unhappy with situationNeed (more) recognitionWant self-fulfillment

SolutionThe Big Idea

Courage to change

Yes I want to be independent!

Financial resources?

Tax and insuracne system?

Employees wages?

Existential fearSelf-doubt

Employment promotion

It´s hard but I will succeed!

OR

Freelancer is nothing for me and I´m glad

that I know that now!

It´s hard but I will succeed!

OR

Freelancer is nothing for me and I´m glad

that I know that now!

Young Lions 2012 MEDIA Competition

Team BarBar

Media Strategy: based on two ideas

Reach the target group at the maximum turning point!

Core Message is that the „Gründungs-Guide“ supports the target group at the beginning and during their path to success in good and bad times

Reach the target group at the maximum turning point!

Core Message is that the „Gründungs-Guide“ supports the target group at the beginning and during their path to success in good and bad times

„Dein business, unser gemeinsamer Weg!

„Dein business, unser gemeinsamer Weg!

OoH/Ambient: 40% of budget Construct the path with 3 to 6 posters in a row with a final success. The same method with stepped roads, where target group recognizes that “Gründungs-Guide” start supporting them at the beginning of their path.

Online: 20% of budgetVarious kinds of display advertising in an according row on a website. 1.) Fullbanner: “Willst du dich selbstständig machen?”2.)Content Ad: “Steuerliche Fragen zur Unternehmensgründung?”3.) Sitebar: Dein business, unser gemeinsamer Weg. Gründungs-Guide berät dich persönlich und kostenfrei!”

Search: 5% of budgetMake it easy to gratify their interests and needs

Young Lions 2012 MEDIA Competition

Team BarBar

Media Mix

Willst dich selbstständig machen?

Dein business- unser gemeinsamer Weg!

Fragen zum bürokratischen Ablauf?Dein business- unser gemeinsamer Weg!

Steuern?…

Förderung?

…

Young Lions 2012 MEDIA Competition

Team BarBar

Media MixRadio: 15% of budgetTandem spots ask the audience if they are interested in becoming a freelancer and ask them questions. Radio functions as a reminder and communicate that “Gründungs-Guide” supports them in the whole process.

Event „Business-Run 2013“ : 20% of budgetRunner have to pass several stations. “Gründungs-Guide” employees support them on each station, give them drinking water and goodies. Every station is branded with campaigns buzzwords. Cooperation with TV stations or radio stations. Inviting celebrities to join.