CANNES YOUNG LIONS MEDIA COMPETITION CRISTIAN ORTEGA JAVIER CRUZ COUNTRY: CHILE AGENCY : MEC CHILE

OUR AUDIENCES 18 – 25, LIVING BOTH IN THE UK AND COUNTRIES IN WHICH SENSE INTERNATIONAL IS PRESENT -ALWAYS ONLINE -GLOBAL & MULTICULTURAL THINKING -SOCIAL 57% OF THE BRITISH PEOPLE BETWEEN THE AGES OF 18 AND 25 ARE ONLINE FOR ALMOST THE ENTIRE DAY BY USING A MIX OF PC + SMARTPHONE / TABLET. ON MOBILE DEVICES, AROUND 28% OF THAT TIME IS SPENT ON SOCIAL MEDIA. NOWADAYS. MANY OF THE YOUNG PEOPLE WORLWIDE COME FROM FAMILIES WHICH HAVE ROOTS ALL OVER THE WORLD. THAT MEANS A MULTICULTURAL SOCIETY WITH AN INTEREST ON WHAT HAPPENS ABROAD AND THINKING GLOBALLY. INTERNET KEEPS THEM CONNECTED WITH OTHER PARTS OF THE WORLD AND RECEIVING NEWS ALMOST INSTANTLY FROM ANYWHERE. AN IMPORTANT PART OF THE SOCIAL BEHAVIOUR OF OUR TARGET IS BASED ON SHARING THROUGH THE SOCIAL PLATFORMS AVAILABLE ON THE INTERNET. NEW EXPERIENCES, RELEVANT CONTENT AND SOCIAL TRENDS. THIS IS THE NEW WAY TO CONNECT WITH A LARGE AND EVER GROWING GROUP OF FRIENDS AND SHARE WHAT THEY CONSIDER TO BE IMPORTANT NO MATTER HOW FAR THEY ARE.

OBJECTIVES -GENERATE AWARENESS ABOUT SENSE INTERNATIONAL AND THE IMPORTANCE OF ITS WORK. -GETTING YOUNG PEOPLE INVOLVED WITH SENSE INTERNATIONAL AND GIVING THEM THE CHANCE TO BECOME REAL GAME CHANGERS -INCREASING TRAFFIC TO THE WEBSITE AND ITS FUNDRAISING PLATFORMS AND TURNING SOCIAL MEDIA INTO A KEY ELEMENT OF THE BRAND’S COMMUNICATION.

THE CHALLENGE, THE OPPORTUNITY -TO TAKE A SAD AND HARD REALITY AND TURN IT INTO SOMETHING POSITIVE, CHALLENGING AND EMPOWERING, NOT ONLY THE CHILDREN WHO SUFFER FROM DEAFBLINDESS, BUT ALSO FOR THOSE WHO SUPPORT SENSE INTERNATIONAL. -CREATE CONSCIENSE ON THE YOUTH THAT A SMALL CONTRIBUTION CAN MAKE A HUGE DIFFERENCE FOR THOSE IN NEED.

STRATEGY 1> ACTIVATE 2> ENGAGE 3> TAKE ACTION BECOME INVOLVED WITH THE ACTION THROUGH INTERACTION AND ENGAGEMENT. INSTEAD OF JUST WATCHING, INVITE THE AUDIENCE TO TAKE PART ON IT AND BECOME AN ACTIVE PART OF THE INSTALATION. GIVE THEM A REAL AND INVOLVING EXPERIENCE. CONVERT. TURN THE AUDIENCE INTO REAL GAME CHANGERS AND TAKE ACTIVE PART IN A LIFE CHANGING PROCESS NOT JUST FOR THE CAUSE THEY ARE SUPPORTING, BUT FOR THEMSELVES AND THOSE AROUND THEM. SET AN INSTALLMENT THAT BREAKS THE REGULAR LANDSCAPE OF THE CITY. TURN THE URBAN SPACE INTO AN INTERACTIVE SETTLEMENT WHERE PASSERS-BY CAN FIND AN INTERESTING AND INVOLVING ACTION.

THE ACTION, BUZZING THE SENSE TRIP WE’LL SET UP A CANVAS TUNNEL IN A CROWDED PLACE IN CITIES SUCH AS LONDON, DACCA, NEW DELHI, NAIROBI, BUCHAREST AND LIMA, WHICH INVITES THE AUDIENCE TO TAKE A TRIP “TO RE DISCOVER YOUR SENSES”. AS THE TOUR BEGINS, THE SUBJECT NOTICES THAT THE TUNNEL IS PITCH BLACK AND THAT THEY CAN WALK BY HELPING THEMSELVES WITH HANDRAILS INSTALLED ON THE SIDES. AS PEOPLE MOVES ON, AND WITH THE AID OF MOTION SENSORS, DIFFERENT SMELLS START TO APPEAR, CREATING SCENES SUCH AS A FOREST, A BEACH, THE COUNTRY, ETC, THUS ENGAGING THE SENSE OF SMELL. ALONG WITH THIS, THE HANDRAILS ARE TEXTURED TO CREATE A WHOLE SCENERY AND ENGAGE THE SENSE OF TOUCH. THIS CREATE A UNIQUE EXPERIENCE AND ENVIROMENT WITHOUT USING YOUR SIGHT AND HEARING.

THE ACTION ( PART II ) THE SENSE TRIP ONCE PEOPLE GET OUT OF THE TUNNEL, THEY’LL FIND A BIG CANVAS WITH A PROJECTION TELLING INVITING THEM TO “SEE BEYOND THEIR SENSES” AND AN INVITATION TO POINT THEIR SMARTPHONE CAMERAS AT IT. ONCE THEY POINT THE CAMERA AT THE PROJECTION, AUGMENTED REALITY SHOWS A PICTURE OF A DEAFBLIND KID SMILING, THANKING THEM AND INVITING THEM TO BECOME AN ACTIVE PART OF A REAL CHANGE BY SUPPORTING SENSE INTERNATIONAL. A KEY FACTOR IS THAT A WIDE IMAGE BANK ASSURES THAT ALMOST EVERYONE WILL SEE A DIFFERENT PICTURE, SO YOU CAN SHARE EXPERIENCES AND TELL OTHERS “WHAT YOU SAW” AT THE END. YOU CAN SHARE YOUR PICTURE ON TWITTER AND FACEBOOK WITH A HASHTAG AND THE LINK TO THE “GET INVOLVED” SECTION OF THE WEBSITE IN ORDER TO GET PEOPLE TO SHARE THEIR EXPERIENCE WITH THEIR SOCIAL CIRCLES AND EXPAND THE SOCIAL REACH OF THE ACTIVATION. SEE BEYOND YOUR SENSES POINT YOUR PHONE CAMERA AT THIS MESSAGE SEE BEYOND YOUR SENSES POINT YOUR PHONE CAMERA AT THIS MESSAGE

SENSE OF COMMUNITY A SOCIAL NETWORK FOR SUPPORTERS TO STAY IN TOUCH ALONG WITH THE SIGNING, THE USER IS GIVEN ACCESS TO A SUPPORTERS ONLY SOCIAL NETWORK. THIS IS USED TO BUILD A COMMUNITY OF SENSE INTERNATIONAL SUPPORTERS WHERE THEY CAN SHARE THEIR EXPERIENCES, CONNECT WITH OTHER SUPPORTERS AND DEVELOP INTERNATIONAL LINKS REGARDING SOCIAL CAUSES, GLOBAL AID AND OTHER TOPICS OF INTEREST. HERE THEY CAN ALSO SHARE PICTURES AND ADD CONTENT WICH MAY BE PUBLISHED ON THE SENSE INTERNATIONAL’S WEBSITE AND SOCIAL PROFILES (TWITTER / FACEBOOK). THIS COMMUNITY IS FREE OF CHARGE AS LONG AS THEY STAY INVOLVED WITH THE ORGANIZATION.

SEARCHING YOUR SENSES USING GOOGLE SEARCH AND YOUTUBE TRU-VIEW TO SUPPORT THE CAMPAIGN >GOOGLE SEARCH ADS WE’LL USE GOOGLE SEARCH ADS TO SUPPORT THE CAMPAIGN FOR ITS FULL LENGTH. THIS ADS ARE ORIENTED TO OUR TARGET BY AGE, LOCATION AND INTERESTS. ONE GROUP OF ADS WILL BE SET TO KEYWORDS REGARDING THE CAMPAIGN AND ITS ACTIVATION AND ANOTHER FOR PEOPLE SERACHING FOR GLOBAL CAUSES, VOLUNTEERING, GLOBAL AID AND OTHER SOCIAL CAUSES. >YOUTUBE TRU VIEW ADS THE YOUTUBE ADS WILL SHOW SHORT VIDEOS OF THE SENSE TRIP ACTIVATION AND TAKE THE EXPERIENCE TO THOSE WHO DID NOT INTERACT WITH IT. THIS WILL ALSO INDICATE THE PEOPLE HOW THEY CAN HELP AND HOW TO BECOME SENSE INTERNATIONAL GLOBAL SUPPORTERS, TAKING THEM TO THE WEBSITE AND THE SOCIAL PROFILES.

“I FEEL THAT THE GREATEST REWARD FOR DOING IS THE OPPORTUNITY TO DO MORE.” DR. JONAS SALK