CROSS CREATIVE Brand Entertainment Contest
“More Than 30 seconds. Better Content for longer ADV spaces”
BRIEF N° 1: BRAND NETWORKING
Creating communities, relational events both online and offline by using the most widespread social networks.
The crossmedia idea will have to take into account participatory mechanisms as well as synergies between different media, anticipating the distribution of generated content on a TV channel.
What is needed is a communications project that takes the use of social networks (Facebook, My space, Twitter, You Tube) as a starting point to build a community and create live events, with the possibility of developing the idea in a TV format (Web, generalist, satellite).
PRODUCT SECTOR: At the discretion of the author: the product/service must be chosen and identified as an example of those products and sectors which, due to their target, can benefit the most from the viral communication dynamics typical of social networks.
A generic product category can also be indicated, e.g.: mobile phone, snack, beer, etc.
TARGET: focus age target 24-44 (potentially extendible to16-54).
CROSSMEDIA IDEA: an idea that envisages right from its concept and planning stage the aggregation of different distribution and interactive platforms (at least three), including social networks and live events.
Where the development of a TV format is included, identify suitable channels/broadcasters.
Case studies:
LIVE AND LOST BY
BLACKBERRY
http://www.myspace.com/frankmusik
"FROM GIOVANNI TO DONGIOVANNI" by Armando Testa for NESTLÉ / BACI PERUGINA
(Winner of the Mixed Media category, Cannes 2009)
BRIEF N° 2: TERRITORIAL MARKETING
Communications campaign to revive tourism in an Italian region or province, targeting international tourists in original and innovative ways, avoiding representations through the usual clichés used to describe “Italianness” abroad.
The campaign should include promotional content enhancing the region’s qualities, and should be suitable for distribution on the Web and/or through other media, with a view to possible sharing/co-production with an editor interested in developing vertical and thematic content which, starting from the Web, could be screened on TV
PRODUCT SECTOR: The project should be developed on the basis of a real Italian region or province, identifying those aspects, including lesser known ones, that could be of interest to international tourism.
TARGET: A new kind of international tourism, for people who know Italy, but not necessarily the region (province, city) chosen. The objective is to transform a popular place, already known by Italian tourists, especially as an ideal destination for short trips, into a place where international tourists can decide to spend their holidays and find the Italy they are looking for.
CROSSMEDIA IDEA: All forms of integrated communications can be used, with the aim of increasing traffic on the Website and hence generating, in the long term, interest and new tourism. Development on TV channels, if anticipated, will have to be in line with the communications project’s concept and mood.
Case study:
Promotion of Queensland (Australia)
“BEST JOB IN THE WORLD” Winner of “Best Integrated Campaign”, Cannes 2009
BRIEF N°3: ECO BRAND
Creation of a serial edutainment format, to be distributed on multiplatform channels and including local live events, to communicate the brand’s values of sustainability, innovation and environmental protection, also in collaboration with local bodies and institutions.
The communications project is strategic for the company in promoting sensitivity towards specific environmental emergencies, more or less linked to the company’s production process, and its objective is to improve relations between the company and its stakeholders.
PRODUCT SECTOR: Choose a brand which has invested in renewable energy, in sustainable products and processes, in environmental education, and which wants to share these brand values with its target.
TARGET: The company’s customers and consumers.
CROSSMEDIA IDEA: An edutainment communications project which includes media mix events in the company’s specific geographical area (production process location, distribution area, new market), which has the potential to generate collaborative initiatives with local public bodies.
