Jose Pedro Silva Mario Alves PORTUGAL WHAT IS OUR CHALLENGE OR WHY DO WE NEED YOUR HELP 2 TO RAISE AWARENESS amp SHIFT HEARTS amp MINDS REFUGEES TO BE WELCOMED NOT FEARED WHO ARE WE ID: 680362
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Slide1
UNLABELLED
FRIENDSHIPS
BRIEFING
Jose Pedro Silva
Mario Alves
PORTUGALSlide2
WHAT IS OUR CHALLENGE?
OR WHY DO WE NEED YOUR HELP…
2
TO RAISE AWARENESS & SHIFT HEARTS & MINDS:
REFUGEES TO BE WELCOMED, NOT FEARED.Slide3
WHO ARE WE?
WHAT DO WE HAVE TO TACKLE THE CHALLENGE?
3
SUPER BOCK
is the leading beer brand in
Portugal
- one of Europe’s best examples in welcoming refugees.
AUTHENTICITY & FRIENDSHIP
All brand activities and communication rely on active promotion of authentic relationships
WE MAY BE LOCAL, BUT WE ARE GOING GLOBAL
We are entering new markets and we are part of the Carlsberg group – we can go anywhere!
MODERN
Responsible for the main innovations within the Portuguese beer market.
CONFIDENT
When defied, the
answer is
always
‘
Why not?’. We have been around for 90 years…
IRC
is a humanitarian aid organization of
global
nature.
INFLUENTIAL & RESPECTED
Quality and effective work, driving change, is recognized by all stakeholders
COURAGEOUS
IRC goes where others don’t.
CONFIDENT
IRC know what they are doing
Dedicated, experienced, prepared.
So… we can use the brands shared values and the Portuguese case to approach the issue, worldwide. Slide4
WHO WILL WE TALK TO?
AKA. THE TARGET
4
POINTS OF ANXIETY
ANXIOUS MIDDLE
THOSE WHO ARE NOT RADICALLY AGAINST OR PRO IRC REFUGEE CAUSES
PERSONAL INSECURITY
I am not sure on what stand to take on this matter, even though I am sympathetic.
NATIONAL SECURITY
Who is entering my country? With what purpose?
WELFARE/PUBLIC SYSTEM PRESSURE
Costs and public system overload due to the refugees.
DIFFICULT INTEGRATION PROCESSES
Different cultural habits, values may lead to conflict
CONSUMER INSIGHT
“I’m aware of the refugee conflict and its implications on the world population, in part, I want to help. However I fear for the safety of my family, friends & country and its sustainability without knowing who exactly who we are letting cross our borders…”Slide5
WHAT IS OUR INSPIRATION?
HOW WILL WE TELL OUR STORY?
5
NO PREJUDICE AND OPEN MINDEDNESS CAN
MAKE THE WORLD GREAT AGAIN.
NOT THE OTHER WAY AROUND…
Lincoln and
Koerner
were
friends
. Coming from completely opposite backgrounds, with different ideas, they only shared a belief in personal liberty for all.
Regardless of race or place of birth.
Lincoln would become president of the United States and draw a free America.
Koerner
, the
refugee
,
would help
him
get there.
NO PREJUDICE
POSITIVE IMPACTSlide6
6
k
ey
m
essage
our objective
master creative idea
tone of voice & guidelines
Enable new relationships by uncovering similarities between refugees and locals, overcoming prejudice.
Together,
we have more in common
than believed. Refugees can help improve the societies they enter (with skills, talents…). For this to happen, they need to
feel welcomed as equals
.
Create a new
communication
platform
to change the perception of who refugees are
a
nd stimulate
purchase
of a
new product
designed to address the target and the key message.
Neutral e optimistic
To
match the brand values and personality traits both IRC and Super Bock share
.
Focus on younger generations (digital channels) to ensure more long-lasting changes.
ensuring a proper integration
feeling safer about their arrival and realising how they can contribute for a better society.
Prejudice
often comes from not knowing the person we are already judging and labelling
. Getting to know them is a first step.
STRATEGY OVERVIEW
HOW DID WE GET THERE?Slide7
Refugees are often labelled after prejudice and preconceptions.
What can a beer brand develop to prevent it? Just like Lincoln…
7
…we removed all the labels
New SKU: 2
33cl bottle-pack with connected capsules
You buy a pack, you are donating 0,5 euros to IRC
(IRC logo & message will be the only thing on the packaging)
But… if you have the courage to take the challenge of freeing the world from labels, carry on.
To feel safer, gather with a friend to open the capsules
Find the codes inside
Enter the digital platform and get to know an authentic story about someone who happens to be a refugee, who match your interests.
Talk to him directly and, maybe, start a new friendship with no labels.
WHAT IS IT?
MARKET APPROACH & CHANNELS
Western European focus (Portugal, UK, Spain, France) through Carlsberg Group Distribution
On-trade focus (where consumption with friends is predominant), with off trade presence for communication buzz
UNLABELLED FRIENDSHIPS
BECAUSE PREJUDICE IS TO LABELSlide8
8
CAMPAIGN MOMENTS (2018)
1 Jan
15 Mar
June
20 Jun
Build up Campaign
Product Launch
Results to date
Campaign end
Awareness
Conversion
BUDGET
DELIVERABLES
Campaign 360
o
concept with key visuals
Digital Social Platform:
Authentic stories library
Direct interaction tool
Donation system
Build up Content
Launch video
On going Content Strategy – Cross brands
OOH
Social media
Other digital channels
PR Strategy Brief
Big impact Digital Activation for June 20th (
World
Refugee
Day)
SB
Production Budget: 250k
Media Budget: 500K
IRC
Media budget: 10k
TIMELINE, BUDGET & DELIVERABLES
WHAT WE HAVE FOR YOU AND WHAT WE NEED FROM YOU.Slide9
9
BUSINESS KPIs
CHARITY KPIs
COMMUNICATION KPIs
SALES
+10M litres sold
(15,1M packs sold)
DONATIONS
+7,5M euros raised
PERCEPTIONS
(pre
and post survey to similar population samples)
a) Increase awareness on refugees’ problematic
b
)
Reduce the anxious middle
group dimension
c
)
Increase likeability of
being converted to be pro
refugee-inclusive
policies by 15%
AWARENESS
Ensure Ad Recall Uplift in IRC and Super Bock awareness and TOM
DIGITAL PERFORMANCE
Increase followers base by 75% of average growth during the campaign on social media.Increase website visits Videos avg. view of 80% of total durationContent shared globally (
virality)UGC on the campaign over 200% of avg UGC around IRC and Super Bock.
Due to the project’s disruption, virality and earned
media is expected to reach high values.
HOW WILL WE TRACK SUCCESS?
KPIsSlide10
LET’S DO THIS?