Plan it Day, the precursor to Do It Day where brands will aim to change the world during a day-long event, took place with 10 brands setting challenges to the Marketing industry to answer. These will then be developed during the next event in November. Here is an overview of the winning strategies.
The financial brand issued the challenge to help deliver 10,000 CV competions from 16-24 year olds.
The winning brief promised to help graduates get a job for Christmas through the use of a 'resume blitz' and incentivise them to complete their resumes online by offering tickets to O2 Arena gigs and the Barclays Summer Festival.
Teachers would be employed as ambassadors to promote the CV completions.
The accompany social media drive would run for a six week period ahead of Christmas and aim to see 10,000 filled out and sent to as many employers as possible hiring ahead of the festive period.
Tasked with linking volunteers with charities, the delegates were asked to consider attracting volunteers from large corporates where charity giving days are under-utilised. In the end, the brand chose to merge two similar solutions.
At the time of writing, exactly how the two responses would be combined was yet to be decided, although the ideas were of a similar nature with the creation of an online platform that would link volunteers to organisations in need of the time and skills on off, which will be the main method of differentiating the volunteers who register.
Descriptions of the platforms would follow either that of AirBnB, Match.com or Monster.com. One team also planned to amplify awareness through the use of radio, a pledge page where people would offer skills and through Mashable's own site.
In order to build interest in African music, playing on the idea of the power of the drum in Africa, the team that piqued the interest of the judges for the Bozza brief came up with the #thedrumnation, a one day festival for emerging African artists in the UK. Via a social campaign to reach an estimated 23 million followers, influencers such as Reggie Yates and Cara Delevigne would create a video playing a beat on a drum and pass it on to another celebrity to raise awareness on social media. The team expect to raise £100k to accommodate ten artists from Africa.
The challenge by Dixons Carphone was to motivate, educate and find a way to help teachers understand how to share information for good and do fantastic things with technology in the classroom.
The winning response chose to create a 'Pinterest for Teachers' a platform for teachers powered by teachers in order to save them time that they cannot afford while in school. This would be a shared knowledge platform ad was chosen as the brand believed it would be able to create something "tangible and robust" on Do It Day.
The publisher planned to plant 10,000 trees in a forest in the heart of England to raise awareness of the lack of woodland in the country.
The strategy 'Trees for Trees' would target young families and school children and see a tree planted for each drawing of a tree by a child that was sent to the campaign through either an app or social media. This would mean the creation of a virtual and real forest simultaneously. On Do it Day the challenge would aim to reach 10,000 social media followers with trees emailed, tweeted, and Instagramed to the organisation to include.
Judges described the strategy as "Scalable, practical and engaging, while another said that "If I had had that pitch from a world class agency I would have been pleased" and another said that "when I heard their pitch I felt a lump in my throat".
To encourage the doing of good deeds and highlight Metro's the Good Deed Feed, the winning idea was 'Powered by Karma'. This idea explored how Metro’s ‘Good Deed Feed’, a good way of sharing little moments of human kindness, could be amplified without losing its essence. The idea is to build an easy-to-use shared platform powered by the Metro and Asda; a central home for all of the good deed feeds with a shared purpose. The platform will promote friendly rivalries between cities to see which are the friendliest, and will be accompanied by ‘karma booths’ in store where people could share their good deeds, generating a stream of online content.
To break the taboo around death, the winning idea drew on the idea of a turning death into a moment of affection via a ‘social contract’ akin to asking someone to be a bridesmaid or godparent. The campaign would encourage people to choose someone in their lives to adopt the role of guardian angel (a working title) to start a new conversation around death. It would be supported by editorial cover wraps in Trinity Mirror titles and a Clear Channel outdoor advertising push.
Borne out of the insight that 43 per cent of businesses in Brazil are run by women, yet 95 per cent of women would change their bodies if they could, this movement would celebrate the minds of Brazilian women, the ‘belo cérebro’ – beautiful brains. The idea is to create a network for women, led by a mobile optimised social community, that would provide the guidance and inspiration needed for young would-be entrepreneurs. Using a Tinder-like platform, the site would identify which brain type an individual had – creative, functional, etc – to act as a signpost to link to inspirational, practical guidance and mentors with similar brain types.
IBM wanted to increase excitment for students around technology, fashion and design, which saw the winning brief stem from a team that realised young people have great ideas but necessarily the skills to develop a creative idea in the technology sector. To tap into the passion points of teens, such as fashion and sport, team two would create a platform that would allow children to customise a connected glove – that would perhaps vibrate to a teen’s favourite song, with the best idea to be created each month. It would promoted via influencers and on radio and within schools, with the winning entry set to be made at Do It Day.
Visa/ Youth Enterprise
The winning entry for the Visa brief to develop the My Money Week, created the hashtag #valueforalife, a national campaign to help children understand the value of money. Likened to Gala Bingo or Fantasy Football League, the gamified campaign would develop financial planning skills in children via questions and scenarios on both a local and national league, with the chance of winning tickets to an exclusive performance by Professor Green.
Plan it Day was also supported by Birdsong Analytics, Clear Channel, Crowdfunder.co.uk, Digital Audio Exchange, Radioville, Wirehive, Pact and Jungle Studios.
Do It Day will take place in London in November as part of The Drum Live, while Plan It Day will be repeated in New York within Microsoft's offices as part of Advertising Week New York. More details on both can be found here.