Hhh proposal
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Transcript of Hhh proposal
Tomba had a dream…To measure the traveling power of thumbs
Hitch-hiking has, for a long time, been on his BUCKET list.
Finally, his enthusiasm became so great that he got more and more people on board…
And gradually we began to experiment.
November *** VALENTINE’SDAY *** April/May
Project Background
Tomba had a dream…To measure the traveling power of thumbs
November 2011: Rosa and Tomba hitch-hike to Ostend. Time frame: 1 full Sunday.
November *** VALENTINE’SDAY *** April/May
Project Background
Tomba had a dream…To measure the traveling power of thumbs
Valentine’s Day 2012: Rosa, Giulia & Tomba hitch-hike to Amsterdam.
Testing what it means to go with 3 people. Time span: 1 full week-end. Testing content success online
November *** VALENTINE’SDAY *** April/May
Project Background
We will turn it into reality… with a twist.
By setting ourselves a challenge
All past experiences being a full-fledged success, we will now set ourselves a big goal.
April 28th – May 6th: Rosa, Giulia and Tomba will be hitch-hiking to Sofia, Bulgaria. Time frame: 9 days.
Today, all we have is a ticket back from Sofia.
November *** VALENTINE’SDAY *** April/May
Project Background
We will turn it into reality… with a twist.
By setting ourselves a challenge - or 3
The trip itself is a challenge. But it’s not enough…
We want to get to know the people we meet, start a conversation with them and get them talking.
We want to understand how they perceive brands and companies we work with in our everyday lives.
We want to co-create a story that we can share with our fellow colleagues, and, why not, with our clients, too.
November *** VALENTINE’SDAY *** April/May
Project Background
CHALLENGE
ACCEPTED.
Wait – we forgot the most important challenge of all
To keep this project TOP SECRET. From our fellow ISCers.
Virtually impossible. Have you SEEN these people??
Project Background
Why is this relevant to you?A big opportunity to practice what we preach.
Project Objectives
Feedback on
perception = starting
point
Perception of our biggest clients
Link between
brands and GenY
Eastern Europe1.
2.3.
4.
Short term: ISC congress story Long term: client inspiration
Connection
The TripRemember the Hitch-Hiker’s Guide to the Galaxy?
ProjectApproach
Will be our one and only rule
When will this happen?
Week 4
Week 5
Week 6
Week 8
Week 7
Week 1
Week 3
Week 2
Week y-z
Week x
Project approval
Week 0
Content prepping
Survey development
Technical set-up: Blog
Collecting images & video
Recruitment: blog & survey
Fine-tuning the trip
Updating blog content
Trying not to get lost
Trying not to get arrested
Trying not to get kidnapped
Survey & Blog analysis
Prepping visual stimuli
Prepping ISC congress material
Pre
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Timings