UK Cannes Young Lions Media Planning Solution. Danish Chan & Anthony Lillingston

Transcription

1 UK Cannes Young Lions 2010 Media Planning Solution Danish Chan & Anthony Lillingston

2 Table of Contents 1.0 Executive summary The business challenge The task The enemies The insight The strategy The strategic platform Implementation and Ideas...8 2

3 1.0 Executive Summary Centrepoint wants to grow its Sponsor Room programme by increasing number of vocal advocates and ultimately growing its supporter base. With charitable giving down due to economic pressure and a plethora of charities grasping for public donations, the market is saturated. A strategy is needed to cut through the noise in the market and create a sense of unique impact to make Centrepoint the preferred and most talked about charity in the UK. To do so, a strategy was devised to leverage how the majority of affluent persons take safety and other basics for granted whilst homeless young people in their area consider those same basic luxuries. By drawing on this dichotomy, and giving homeless young people a face by portraying their personalities and identifying their location, the aim is to generate a strong feeling that there is an opportunity to make a real and visible difference. To grow the market to include younger affluent people (35 55 years of age) and leverage the potential Return on Investment of social media channels, key ideas have been provided to demonstrate how the idea that homeless young people have different types of luxuries for some. All the ideas provided are designed to generate word of mouth activity, a sense of uniqueness and most importantly a reason to support. 3

4 2.0 The business challenge Since 2002, the number of homeless young people Centrepoint has helped has nearly doubled. But to continue to grow, and increase their impact there is a need to grow the number of base supporters which not only donate to Centrepoint but advocate for it. Figure 1.0 Number of people helped by Centrepoint (Source: Centrepoint Annual Review 2008/09) Ultimately there are two key business challenges. 3.0 The task Centrepoint needs to expand the awareness, and understanding of their brand Centre point needs to increase the number of supporters, and minimise attrition of their base. The key objective of this campaign is to grow the Centrepoint Sponsor Room giving scheme. This means: Make Centrepoint Sponsor Room the most talked about charitable giving scheme Increase the effectiveness of paid for media Inspire donors to recommend Centrepoint Sponsor Room to their peer groups through social media and word of mouth (WOM) Expand the core audience from 55+ to include 35 to 55 year olds However, like any campaign, a well articulated problem is half the solution. Key take away: This campaign needs to bring to life through traditional and social media the significant and potential impact the Centrepoint Sponsor Room scheme has on the Homeless Youth problem in the UK. 4

5 4.0 The enemies Every campaign faces its enemies. Here there are two key factors impacting the success of increasing donations and advocacy for Centrepoint. The first is the slow recovery from economic turmoil (Figure 2,0). Although Britain has emerged from recession, Britons are still cautious about their spending. This cautious spending has seen a drop in charitable donations by an amazing 1.3 billion (Figure 3.0). This is an 11% drop from the previous year. Figure 2.0. A slow rise from recession (Source: BBC) Figure 3.0. Charitable giving falls in 2009 (Source: Charities Aid Foundation) 5

6 The second enemy is the number of charities competing for share of wallet. In the UK alone, there are 170,000 charities. Amongst those are some of the most wellknown and compelling charities in the world. There is also a problem with simply pushing a message through popular websites. We have to be intelligent and selective with our media choice so that our message doesn't fall under the radar. So much online advertising these days, I tend to ignore it 76 They re a necessary evil I have installed software that blocks pop-up adverts I tend to pay more attention to adverts I see offline 58 I only look at online adverts when they ve been recommended 36 Online ads have influenced me to try out a brand 29 I have bought something directly online through an advert 23 I ve connectedwith a brand on a social network 17 I pay attention more to online ads than to other types of advertising I would be willing to pay to avoid advertising % Figure 4.0. Attitudes towards online advertising Key take away: Britons are giving less to their favourite charities, and the competition for share of wallet as fierce as ever. 6

7 5.0 The insight On a broad basis affluent 35+ year olds all have one thing in common. Choice. Through their means they have the luxury of choice. The choice to decide where to live, where to go for the long weekend, even something as trivial as whether they eat in or out on a Thursday night. However choice is an overarching insight for most charities. Compared to disadvantaged children in Uganda, those suffering an illness, or disaster victims, all have limited choices in their life. However this in conjunction with the insight that these affluent adults are about to or have children of their own adds a layer of relevance. Parents strive to give their children choices in life. These choices however range from which school to attend, to whether they should go for the black or red laptop. Key take away: The lives of young people in affluent families are completely dichotomous to those of homeless young people. The securities which parents give their children are often taken for granted, whilst those same basics might give a homeless young person a chance for a future. 6.0 The strategy To personalise Centrepoint s cause by drawing a connection between children in affluent families and homeless young people. 7.0 The strategic platform When a safe night s sleep is a luxury Rationale Centrepoint gives homeless young people a future. And it starts with safety and security. For some, a safe night s sleep is a luxury. Where a bed and a door are taken for granted by most, for homeless young people it means safety, security, a place to make a new beginning. We want to create a connection between affluent members of society and the homeless by drawing on this point of relevance. That while some children argue over which colour ipod to choose or which boy to date, there is a young person who sees safety as a luxury. 7

8 8.0 Implementation and Ideas The following section details how we take the strategic platform of a safe night s sleep is a luxury for some through traditional and social media to create a memorable and unique message that will inspire advocacy and donations for Centrepoint s Sponsor Room. 8.1 Our market and social media A recent report by Forrester Research uncovered that more than 60 percent actively consume socially created media such as blogs, video, podcasts and forums. This type of media consumption has grown significantly in the last years and is expected to continue. Figure 5.0. Consumption of social media However, the type of social media consumption is unique and different to that of younger users. Less likely to create multimedia content to share, this market are likely to read blogs, status updates and comment on forums. Let s consider Facebook as an opportunity to use social media as a communication vehicle, generate word of mouth and expand our audience to a younger bracket. In the UK, 31.8% of users are aged 35 or older. There is a skew towards the younger bracket of our target market (26% are aged between 35 and 54 years), (Figure 5.0) 8

9 What does this mean? Figure 6.0. Age distribution of UK Facebook Users Social media strategies should focus on relatively low medium involvement, spectatorship executions. A couple low medium involvement social media ideas. 1. Create a forum/group for people to be open about the charities they support. This would be sponsored or administered by Centrepoint, but relevant to all charities run in the UK.A broad and open forum for people to share their experiences, ideas, and research charities they may be interested in. Below is a screen grab of the popular Top Melbourne Restaurants group. When people are passionate and looking for trusted opinions, groups with like minded and relatively unbiased perspectives are the most powerful. Figure 7.0. Top Melbourne Restaurants Facebook Group 9

10 If we want people to start talking about Centrepoint, we need to provide an honest and accessible area for the discussion to exist. 2. Create two fictional characters; a young person from an affluent family and a homeless young person. This idea plays much stronger into the idea that choice is a luxury. Create blogs, Facebook pages, twitter feeds for both. The idea is to bring to life the dichotomy of the lives. Highlight what these families take for granted and draw a direct comparison to the choices of young people in two very different worlds. 3. Video content The main role of video is to further engage prospects and current donators. YouTube have recently given the viewer the option to make choices as they watch the video. By clicking on parts of the video they can follow a different storyline based on their choice. We will use the story of Faith to show how Centrepoint helps create futures for homeless young people. 10

11 8.2 Our market and traditional media Print, especially media such as The Guardian remain extremely effective. For example, The Guardian, compared to all other quality dailies (including the FT), boasts a higher proportion of ABC1 adults, ABC1 Women age We would recommend relying on topical advertising to drive relevance and cut through. For example, focusing advertising around the weather section both online and offline, especially during times of bad weather is a powerful way to convey the benefit of providing a safe place to sleep for homeless young people. Typically effective topical ads generate word of mouth due to their high relevance. Figure 8.0. The weather page from guardian.co.uk 11

12 8.3 Ambient and other opportunities to gain cut through and generate WOM and Advocacy "Ten people who speak make more noise than 10,000 who are silent." Napoleon Bonaparte With 170,000 charities in the UK alone, and charitable giving down by 11%, recommendations from existing supporters is key to growing Centrepoint. Charities are derived from trust. Trust in the fact that their contribution has a real impact on someone s life. And trust is a difficult build through mere communications. What drives advocacy? Actually, what drives advocacy and minimises attrition is rooted in the same premise; that there is a real impact from their contribution. The more tangible and visible that impact, the stronger the likelihood of advocacy and the less likely supporters will drop off. What does this mean? For those that support through Centrepoint Sponsor Room, we create a direct link or association to those they are helping. Potential ideas 1. Create blogs, video diaries, status updates and feeds from those that are helped, and link it to supporter in their area. Link supporters to these conversations based on region. By showing that there they are making a real difference in their local community strengthens the impact of their support. 2. In partnership with John Lewis, we drive awareness and donations The target audience are more likely to shop at John Lewis. This provides a great opportunity to highlight how choice is a luxury which is often taken for granted. We partner with John Lewis and other premium retailers to add an additional (but optional) 40p to customer purchases. The idea that 40p could provide a safe place for a homeless young person to sleep is barely noticeable when next to their everyday purchases. We would use this as an opportunity to drive awareness, and word of mouth activity. 12