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ICAWC 2013, Barcelona, Spain - Peter Kiraly's presentation on How to Hang Out From Advert Noise
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HOW TO HANG OUT FROM
ADVERT NOISE?
Dr. Peter Kiraly, founder
Rex Animal Island
HUNGARY
Objectives
To recognize different advertising goals and techniques
To understand the qualities of a good animal welfare ad
To create an original ad by using the latest techniques
To show some examples and to give ideas
General situation
• grasping for financial support
• no strategic thinking for communication
and fundraising
• lot of competitors
• no branding
What creates the need?
• an NGO is a firm
• absolute competition
• no segmentation
• activities need adverts
We need a position !
How to win a position?
• Use up-to-date ad
• Build a „brand”
• Develope
Propaganda
• Techniques used to influence opinions,
emotions, attitudes or behavior
• It appeals to the emotions not the intellect
• It is not negative or positive
• The purpose is to persuade
How to hang out?
The good ad - 4 qualities
1. Attracts attention: COLORS,
BOLD headings, pictures, sounds
2. Arouses interest: by words and humor
3. Creates desire: „you want it !”
4. Causes action: gets results
(motivates to rehome, to donate, etc.)
Advert vs Reality
Ad techniques
• Bandwagon
• Snob Appeal
• Plain Folks
• Patriotism
• Facts and Figures
• Expert
• Logical appeal
• Testimonial
• Glittering
• Generalization
• Emotional
• Repetition
• Humor
• Rewards
M
O
T
I
V
A
T
E
S
Combination of surprise and humor
Commercial
ad
Social Ad v Commercial Ad
Non profit
• different target group
• the same advert rules
• the same techniques
Commercial
• involves the „drama”
• clear history / associations
• closer to the customer
• rings social and cultural roots
• deep emotional response
• „Feel good” factor
Use unexpected
flabbergasting images!
…and share ideas! Thank you for sharing creatives.
public
service
advert
Engaging Techniques - humor
diverts audience and gives a reason to
laugh often through the use of clever
visuals and/or text
Common communication channells
The most
cost effective:
Social events
• Festival Events
• + Awards
• Summer camps (146 children)
• World Guinness Record
• Conferences (veterinary, breeders, etc.)
• Shows (World Dog Show)
• Music festivals (Sziget)
• Fairs (Xmas, easter)
• Exhibitions (Hungexpo, 19 Plaza weekends)
• Charity events (…boxgala)
Social events
Special events
World Dog Show
Budapest 2013.
Unique ideas
World Guinness Record
6.540 toys collected / stringed out in 14 minutes
Animals aren’t toys!
a toy not a toy
Develope! Be new timer!
2 millions dogs in Hungary 100,000 roaming on the
streets The chances to get back to
their owners are reducing significantly by time.
Many initiatives started for
searching lost dogs.
New ideas Integrated query system application
for mobile devices
An easily accessible application
Connected to all online communities
• Owners / unattended dogs
• Charities / adoption
• Society / less stray dogs
For:
From shocking to phylosophy
From shocking to phylosophy
„Benetton type communication“
Advantages
• gaining a face with the media
• appropriation of category
• Risks
• legislation (permit)
• people (kick back)
• economic results
Shocking radio spot
Report your activities !
Emotions
Images that appeal to the +/- emotions
+ emotions (desire for complete life, help)
- emotions (fear, sense of guilt, etc.)
„Save the Romanian dogs today. Tomorrow is too late!”
Try to be positive if possible!
Tragic, encouraging!
Hope
His past is horrible. His future depends on you!
Dogs are bestsellers…
Our results 25.000 annual visitors
3.500 annual students
995 volunteers
6.700 donors
4000 rehomers
1.170 other partners
Hope you can also find a
similar position !