Europe by Tandem Project

RecordaholicsEurope by Tandem

http://www.recordrentacar.es/

http://www.todocancer.org/

Idea | current analysis| objectives | the plan | the project: recordaholics | communication

How did the idea come up?

Some months ago, two Record Go employees presented to the Record Go team of directors a project to support the fight against the cancer. The project was

based on a brave and original idea involving a sports challenge.

This initiative was immediately supported by the team of directors of our company.

Why Record Go and the UICC?

Because we all have a cancer related story.

The UICC, in its active participation in the fight against the cancer, tries to connect, mobilize and support cancer organizations and individuals with knowledge and skills to be effective.

Record Go wants to become part of this mission through a social awareness campaign.

Idea | current analysis| objectives| the plan| the project: recordaholics |communication

What do we have?

• A team who are a group of very determined, solidary, and committed people.

• Important online presence = diffussion • Excellent reputation• A team of directors committed with the project.

Resources and means to develop the project.

Idea | current analysis| objectives| the plan | the project: recordaholics | communication

What do we want?• To help the cause by raising funds• To spread the fighting spirit we can have when facing challenges. We all

have a record to beat. • To promote the active participation of people with the objective of

involving the community in the search for solutions that will help the fight against the cancer.

How are we going to achieve this?Through a social awareness campaign aimed at spreading the project, the challenge and the cause.

Idea | current analysis | objectives | the plan | the project: recordaholics | communication

Idea | current analysis | objectives| the plan | the project: recordaholics | communication

recordaholics is an attitude, a way of understanding life as a constant challenge. recordaholics consists of a group of anonymous people who wake up every morning and “challenge” themselves and society, doing so in a cooperative way. We are not talking about great deeds, we are talking about small achievements that each and everyone of us humbly attain day after day, and that make the great wheel, that is life, go round, thus, keeping us going. Because history is built thanks to our small stories.

Our challenge!(From North Cape to Castellón by Tandem Bicycle)

• In June 2010, two members of Record Go will take upon themselves the

achievement of a great challenge, they will travel by tandem bicycle from North Cape (Norway) to our headquartes in Castellón, covering an approximate total of 5000 kilometers.

• The reason : TO SUPPORT THE FIGHT AGAINST THE CANCER


Communication Campaign • Objective: TO FOSTER THE LOYALTY of users following the challenge. • How: Inviting to ACTIVE AND COOPERATIVE PARTICIPATION.• Creative Concept : recordaholics - kilometers against cancer

(addicted to records)

MEDIA PLAN: – OFFLINE COMUNICATION– ONLINE COMUNICATION

Idea |current analysis| objectives| the plan | the project: recordaholics | communication

Actions for Offline Communication • Actions:

Every cycling fan will be invited to sign up and participate in the day’s stage. The stages will be available online. Our contribution will be subject to a formula per group of participants: (number of participants · average kms achieved between all of them) · 0.01€

In the sports equipment we will have in writing: “ kilometers against cancer” together with www.recordrentacar.com. Therefore, we will achieve great “billboard visibility”

Offline PR actions: we will try to obtain repercusion in the media and appear in all the massive european diffusion media as possible, news, documentaries, etc (press, radio, television…).


http://www.recordrentacar.com/

Actions for Online Communication • Actions:

We are going to create a MILEOMETER AGAINST CANCER. Individual users identified with the cause will record their kilometers against cancer and will upload them in an easy way on our YouTube recordaholics channel: thousands of anonymous people “pedaling against cancer” and “helping us to add kilometers against cancer” (on their way to work, on a tricycle or learning how to ride a bike, on rollerblades, skateboarders going down a ramp, a group of people doing spinning...).

Sale of t-shirts: online merchandising to be used (if wanted) on their kilometers against cancer.

Ranking of the kilometers made by the participants.

Idea | current analysis| objectives | the plan | the project: recordaholics | communication

Mileometer against cancer The actions generate a MILEOMETER AGAINST CANCER: a progress bar with an

objective in KM = €


Concept Value Calculation Objective RemarksTandem 1,00 € 1 euro x Km made 5.000,00 € Videos 0,01 € (number of videos x number of video

reproductions) * 0,01€ 500,00 €

Maximum contribution of 100 cents per video with the possibility of adding 10€ more if it exceeds 1000 complete reproductions

Local participation 0,01 € ((number of total participants /number of stages) x number of total Kms.) * 0,01

650,00 €

We calculate an average of 10 participants per stage

T-shirt sale 8,00 € (8,00€ x t-shirt) 800,00 € We calculate an average of 100 sales

Contribution“donate 1 € the cause"

1,00 € (1,00 € x contribution) 1.000,00 €

We’re hoping for much more!!

Invite your friends The more friends the bigger the chance of more contributions

Total 7.950,00 €

Idea | current analisis | objectives | the plan | the project: recordaholics | communication

MEDIA PLANNING: Cross Media: fed by the content generated by our CHALLENGE (videos and current

news) and by the videos of the users loyal to the cause. 1. Channel on Youtube2. Blog with the possibility of sharing + subscribing to RSS and/or receiving mails with

the new entries. 3. Videos: YouTube + Vímeo + Kewego + msn videos4.Photos: Flickr + Picasa + MySpace5.Social networks: FACEBOOK + TWITTER. On these platforms, it will be fundamental

the “What are you thinking” or “What are you doing” sections, which will give us presence on the news pages and will keep us in the memory of all our fans and followers. Besides, we will create a mileometer in the form of an application that users will be able to add to their profile.

6.GMaps + GEarth: two social networks where the route can be shared as well as comments, pictures and loading of videos recorded in that point in the map.

7.Podcast: POD (play on demand) through the syndication for iTunes and iVideo. 8. Widget of contents on the Blog for other bloggers or websites.


recordaholics Brand Customer Channel(YouTube)

recordaholics Brand Channel on YouTube

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