BRAM DER KINDEREN MILOU VAN DER POEL CREATIVE … · At this point multiple cameras will film the...
Transcript of BRAM DER KINDEREN MILOU VAN DER POEL CREATIVE … · At this point multiple cameras will film the...
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BRAM DER KINDEREN
CREATIVE
SUSAN VAN OOSTERHOUT
ACCOUNT DIRECTOR
MILOU VAN DER POEL
PLANNER
REBECCA POLAK
PRODUCER
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Background & Summary
The meaning of binge drinking varies.
To simplify things we have chosen this meaning:
a woman maximally can have four drinks per two hours
and a man maximally can have six drinks per two hours. For many people this max is an understatement to what
they really consume. Question however is why?
Simple, because they can and because friends make it
out to be cool. You probably would like to know at whom we will aim? Our given target group is 18 to 25 years old.
But we will especially aim at the modern youngsters who game
or use a lot of electronic devices.
We see it as our task to inform youngsters through games with humor but wisdom as well.
By collaborating with game developers a variety of MAX
EDITION games will be launched. These MAX EDITIONS are additions to the original games and will mainly be fun. This is
all supported by the overall campaign to increase the
awareness of binge drinking.
This document is based on the example game, Call of Duty, but will
be applicable to all other games. (except it's design)
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Insights
1 Youngsters won't spontaneously
seek information, entertainment is needed!
2 Entertainment Education causes change within health behavior
throughout popular media
3 78,9% of youngsters (Dutch) play at
least on a weekly basis
4 While gaming you are focused for a long time
Check out this video: http://youtu.be/y-GxrtLQRVQ
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Aim
Creating awareness amongst gamers and
change the social attitude of youngsters towards binge drinking because binge drinking ain’t no game!
Objectives
Create an interest in MAX EDITION GAMES within two weeks of the release.
The target group will create a MAX EDITION GAME three months after the campaign has been launched.
Successfully create a live-event around THE MAX EDITION GAMES a year after the campaign has been launched and
break LAN gaming record.
Overriding Aim:
The gaming community doesn’t only exist out of the primary target
group. We hope to educate the younger gamers (13-17) as well.
This way we introduce them to the and the health risks involved
with binge drinking which will create early awareness and prevent binge drinking on a long term.
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MAX EDITION games
Logo
The MAX logo is made from a combination of a bottle of
alcohol and an game controller. The name MAX is
prominently present in the logo. This way it only takes one look to understand what campaign it is about.
Games
In collaboration with the game developers new additions for existing games will be made. These new editions are called
MAX EDITION games. In these editions it’s for example
possible to consume alcohol and gain special abilities. In
each game there is a different approach of creating awareness of binge drinking.
Website
The portal of the website gives a choice between games, or,
if you clicked on a link in the game itself, you get directed to the right part of the website automatically. This part of the site is
designed in style of the game and leaderboards are shown. There
also is information available about the quantity of alcohol you
consumed in the game and what it’s effects were in the game as well as in real life.
Poster
The game poster (for example call of duty) is in the same design as the original game, with the MAX logo added in the design of the
particular game.
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Strategy & Tactics
1 At the launch of the campaign the target group will be engaged
through a SWAT-team that will emerge after an unsub drinks too
much. At this point multiple cameras will film the fuzz that is going
on. These cameras are installed inside the bar, on the members of the SWAT-team and inside their van. The tapes shot will be used for
promotional purposes only and put on the YouTube channel of MAX.
This easily can be spread amongst youngsters but to make it
extravagant phrases of the movie will be shown on billboards as well.
Selected target group: youngsters between 18 and 24 years old
who will game and drink.
2 THE MAX EDITION of the games will be launched. At this point
awareness is created and after they finish a level within an edition
they can share their achievements, leaderboards and their alcohol percentage. This can be shared on media such as social media, the
website and forums.
3 When the target group is online they can participate in the
thinking process of a new game. Also there will be a change to
create a special meme and post it on sites like 9gag. This way we
engage the target group.
4 A year after this has passed a live-event will take place in the
capitol of the country where the highest scores were set. The new
MAX EDITION game(s) will be launched and we will try to set a
record for the Guinness Book of Records by organizing a giant LAN party.
Involved parties will be: game developers, app developers, 9gag,
partners (such as PlayStation, Xbox, Nintendo, Steam) and of course MAX.
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( BRAM )
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Creative brief part 1
Purpose
Make youngsters from Europe
between the ages of 18-25
more aware of the risks of binge drinking in a fun way.
Target group
1. Youngsters between 18-25 years
old in Europe, who play games
2. Males and females from different
ages, who play games
Reason why
Youngsters find amusement and
entertainment really important,
so it’s a really good way to inform about health as well.
Unique Selling Proposition
The use of THE MAX EDITION
GAMES is to inform but its goal is
to do it sneaky so the fun is on the surface.
Amusing Informational
Humor Tonality Fun
Concentration Interaction
Popular Challenging
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Desired response The target group will experience fun and create awareness while playing games. In the games they are triggered to interact with social media, friends and the website which will create more awareness and start a social mind change when it becomes to binge drinking.
“What we’re seeing in games is art at a world-
class stage design that is almost unmatched anywhere else. It has been very exciting to me
to see so many ideas that integrate social good
and efforts to make the world a better place into
games.”
- Al Gore
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Creative execution
Each game will have a different creative execution which comes out
of a collaboration of the creative team and the game developer.
This whole document shows an example based on the game 'Call of
Duty'. The creative team will ensure the message 'THIS IS THE MAX' and the overall design of MAX will come into its
own in the game and the design of its campaign.
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Media recommendations A guerilla action will start the campaign, a SWAT-team will drop in
to local bars and this will be captured on film and send to YouTube.
Gamers are the main focus of this campaign; a buzz will be created
so players will inform their friends. Leaderboards will create competitive behavior amongst gamers.
The usage of traditional offline media will be limited; the main part
of our media strategy will take place in videogames.
It will be possible to share results and achievements through social
networking sites. In-game and in-app advertising is highly
recommend so players can instantly download MAX EDITION
games. Banners will be necessary to create awareness of the MAX campaign.
Visual
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Media plan
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Results
Direct results:
Web Analytics of all websites, advertisements and leaderboards
Sales of games Downloads of games Social Media Metrics
Long-term results:
Comparison of awareness-surveys Comparison of social behavioral studies
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References
“Oh my gosh! What a wonderful idea!
What do I have to do to help? How clever as well that you come up
with such an idea to help youngsters!” Annalize, Head of Public Relations,
Rockstar Games, USA
MAKING OF INSPIRATION (4,5 minutes):
http://www.youtube.com/watch?v=TXcnYsuDk3s
1 Binge drinken | Jellinek | Wat is binge drinken? Jellinek. (2012, June 5).Verslaving | Jellinek | De expert op het gebied van verslaving Jellinek. Retrieved January 31, 2013, from
http://www.jellinek.nl/vraag-antwoord/alcohol-drugs/alcohol/risico-korte-termijn/wat-is-binge-drinken/
2 The Salvation Army. (2006). The facts binge drinking. Retrieved from http://www.salvationarmy.org.au/Global/Find us/the_facts_binge_drinking.pdf
3 Jellinek. (2012, June 05). Waarom drinken mensen?. Retrieved from http://www.jellinek.nl/vraag-antwoord/alcohol-drugs/alcohol/alcohol-gebruik/waarom-drinken-mensen/
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sheets/binge-drinking.htm 8 Ronde, K. R. (2007, November 26). Comazuipen neemt toe. Retrieved from
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9 Wikipedia. (2013, March 13). Dringelag. Retrieved from http://nl.wikipedia.org/wiki/Drinkgelag
10 Harbers MM (RIVM), Kuunders MMAP (RIVM), Laar MW van (Trimbos-instituut). Zijn er verschillen in alcoholgebruik tussen Nederland en andere landen? In: Volksgezondheid Toekomst Verkenning,
Nationaal Kompas Volksgezondheid. Bilthoven: RIVM, <http://www.nationaalkompas.nl> Nationaal Kompas Volksgezondheid\Gezondheidsdeterminanten\Leefstijl\Alcoholgebruik, 8 december 2011.
11 Farke, W. (2008). Bingedrinking report. Retrieved from http://www.ias.org.uk/resources/papers/europe/phproject/bingedrinking-report.pdf
12 Bouman, M. (1999). Collaboration for prosocial change: The turtle and the peacock. 13 Entertainment Education. Centrum Media en Gezondheid. http://www.media-gezondheid.nl/e-
e.html 14 Stichting Entertainment-Education Nederland." Stichting Entertainment-Education Nederland.
http://www.entertainment-education.nl/E&E%20visie.html 15 Preventie via Entertainment Education - Nationaal Kompas Volksgezondheid." Nationaal Kompas
Volksgezondheid. http://nationaalkompas.nl/preventie/thema-s/preventie-via-de-media/preventie-via-entertainment-education
16 Survey Results 17 tony van rooij, tim Schoenmakers, gert-jan Meerkerk, Dike van de Mheen. (2008, November).
Videogames en nederlandse jongeren. Retrieved from
http://www.ivo.nl/UserFiles/File/Publicaties/2008-11 Factsheet videogames.pdf