1. 1. Asimakopoulou Aikaterini Baka Polyxeni Bampali Ioanna Mavrogiannopoulou Andromahi Venieris Emmanouil Professor: Dr. Kokkinaki Course: International Marketing Communications May 2015 - PR.I.MA. MSc in International Marketing & Communication
2. 2. European Space Agency (ESA) Europe's gateway to space The Mission: shape the development of Europe's space capability and ensure that investment in space continues to deliver benefits to the whole world. The Challenges: explore the universe by sending satellites and humans into space 20 European countries have been pooling resources for over 40 years, putting Europe at the forefront of space science, technology and applications These breakthroughs benefit Europes citizens by providing them with abundant services which optimize their daily lives. The Client
3. 3. Raise awareness about the benefits which space exploration brings to the daily lives of European citizens Highlight the crucial role satellites in orbit play in our everyday activities Our aim is to show how the European Space Agency fosters knowledge, innovation, competitiveness and sustainable growth for the world Our Challenge
4. 4. Campaign Background Main concept: How life would be without the existence of artificial satellites The everyday activities of the target group will be presented, but the people will not have the opportunity to use the boon of satellites. The unaware audience will realize the impact of satellites and feel appreciation for the activities of space agencies Secondary data and primary data will be provided (e.g. questionnaire)
5. 5. The 20 ESA member states (Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, The Netherlands, Norway, Poland, Portugal, Romania, Spain, Sweden, Switzerland and the United Kingdom) The Gen Ys (born 1980-1994 )as these are the people who are most vocal in the digital space about their future world Unaware people who feel that money spent in space would be better spent on earth, helping protect the environment, or providing better healthcare and education Target Audience
6. 6. Target Audience European citizens 20-34 years old Both men & women Educated & non- educated people Users of Social Media (SM) Social concerned people Poten tial space fans
7. 7. Objectives Objectives Time - Frame Have the comic strips become viral via SM Over the first 4 months Raise awareness towards the benefits that satellites bring our daily lives Over the first 8 months Educate target audience and generate interest towards the activities of space agencies Over the first 10 months Improve attitude towards funding of space agencies Over the first 11 months More than 5,000,000 downloads (0.01% of the target audience) of the advergame Over the first year
8. 8. 68% of the responders is either neutral or potential interested in space technology More than 50% are ignorant about the uses of satellites in the everyday life Almost all the responders (95-97%) consider satellites as a revolutionary positive change Most responders are unaware of the specific uses of satellites Unawareness of ESA and its activities 86% have never seen an advertisement of ESA Primary Data Key findings
9. 9. Attention: Campaign surprises target audience by Cognitive Dissonance. Interest: The stories are familiar to audience. Search: Online presence for both campaign and further info. Desire: Fun, emotion and endorsement add appeal to message. Action: Target Audience will get involved further to satellite uses. Like: T.A. will be able to evaluate posts and ads online. Share: Virality is the main purpose of the campaign. Love/Hate: T.A. will become member of space agencies online accounts. AISDALSLov e Bambang Sukma Wijaya The Development Of Hierarchy Of Effects Model In Advertising (2012)
10. 10. Standardized campaign: ESA is an organization which is appealing to a market segment with universally similar tastes, interests, needs and values. Adaptation: Only for language The main elements of the campaign: Sustain awareness over the impact of artificial satellites in the everyday lives of the selected target audiences Segmentation: A. highly involved B. moderate involved and C. low involved with space technology Website development (e.g. www.weneedsatellites.com) for retrieving information about satellites and space technology. SM pages (e.g. Facebook, Instagram, twitter etc.) will support the website. Strategy
11. 11. Videos & Comic strips release: 1. Viral spread and buzz of humorous comic strips 2. Emotional videos will be introduced to the low and moderate involved audience Corporate Advertising via influencers to enhance the image of ESA and raise involvement: According to twitter, the views and ratings in ESA website: 1) Samantha Cristoforetti 2) Alexander Gerst and 3) Luca Parmitano. Strategy
12. 12. The campaign will be effective and persuasive for the following reasons: A clear take-away slogan We Need Satellites Engaging and memorable campaign Direct connection with daily life High potential virality Short and into the point message Tactics
13. 13. Tactics Number of followers in SM Intensity of involvement 57% unawareness of the uses of satellites Present Status Through: Low & medium involved audience through digital vehicles Focus on medium involved audience Loyal audience Strategy Approaching of: Raise awareness Change perception towards funding and space technology Increase involvement of the audience Vision Outcome
14. 14. Time Frame
15. 15. Comments Strategy based on a pull tactic Respect to the credibility of the highly involved segment (pioneers of information and act like reference group for the less involved) All the campaigns interact through direct links to the other campaigns, space technology articles and the web page of ESA
16. 16. The evidences presented include the effects of non-existence of satellite technology to: Cell phones and Telecommunications Navigation systems (GPS) Satellite internet access Meteorology Prosthetics Satellite TV Creative brief
17. 17. Message Strategy Simple message in a complex campaign Informative and emotional message Positive versus Negative consequences: life with or without satellites Drama: characters presented in the campaign Verbal and visual message videos & text
18. 18. Message Strategy Soft-shell message: emotional intension will create enthusiasm, positive cognitive disagreement, surprise and involvement of the low and moderate potential audience Hard-shell message: informative material will be given through the website, the outdoor advertising, the applications and the influencers
19. 19. Concept 1: Traditional European stories enriched with satellite use. Association with history and culture. Outcome: unexpected and thus funny. Concept 2: Videos will illustrate the relation between ordinary life and satellites explaining in an emotional way the rare and intriguing uses of satellites, attracting audiences attention. In both Concepts the method: Source Attractiveness was used Similarity(e.g. Real people) Familiarity(e.g. European history and fairytales) Likeability (e.g. actors used) Creative Execution
20. 20. Examples for concepts 1 (storyboards): Marathon runner would not die of exhaustion
21. 21. Examples for concepts 1 (storyboards): Romeo Montague would skip Juliette Capulet on Tinder
22. 22. Examples for concepts 1 (storyboards): Red Riding Hood would use GPS in the forest, Bad Wolf would choose delivery app instead of Granny
23. 23. Examples for concepts 2 (video): A love story which would have been different
24. 24. Examples for concepts 2 (video): A tourist lost without GPS
25. 25. Examples for concepts 2 (video): The life of a young person using wheel chair without artificial limbs A person feeling lonely abroad not being able to communicate with his/her family
26. 26. Media recommendations / Choice of channels 0 50 100 150 200 250 I use the following Social Media:
27. 27. Media recommendation 25% 17% 16% 15% 10% 7% 5% 5% Population preference for sources of information about space agencies Online News Newspaper/Magazines Television Scientific Journals Social Networks Radio Word of Mouth Corporate Websites
28. 28. Media recommendation Online News
29. 29. Media recommendation Newspapers / Magazines Art Education History Humor International Journals Political & Social Science & Nature University Magazines
30. 30. Applications / Advergames 20% 23% 7% 25% 21% 4% What kind of games do you enjoy playing on your cellphone/tablet Adventure Educational Online Strategic I do not play games Other Educational-Advergame The application will be a game of knowledge questions and the best scorers will visit ESA and learn about its activities. Adventure A comic figure of astronaut is travelling with a spaceship in a gaming universe and tries to fix problems on earth because of the problems of satellites. In this way, the connection with the satellites will be strengthened.
31. 31. Alternative Media Recommendation Sponsored content in blogs for science Blogs with scientific content RSS: Subscription to the projects of ESA via the new website Guerilla Marketing / Flashmob
32. 32. Advertisements of Concept 1: Central areas- billboards and panels Shelters on bus stops Metro stations Moving Ads (external/internal) Postcards will be available in coffee places and bars for young people The campaigns website and the applications will be indicated on the board& on the postcards. Outdoor Advertising
33. 33. Online web analytics of each platform (YouTube, Facebook, LinkedIn,twitter etc) New visitors in website (google analytics) Number of likes in FB and followers in Twitter Number of people Talking about ESA in SM(#,FB metrics) Positive/Negative articles and WoM Traffic to Web-site, number of new and return visitors and percentage increase per month Number of Subscriptions Direct mail to the subscribers of ESAs website in order to evaluate their attitude towards the new campaign Number of ESAs Apps downloaded Evaluation of Campaigns impact
34. 34. I am not too much into that but I would be glad to understand more about this area! I am not interested in space technology because is not my scientific field of interest but I believe that is important for several reasons! I just don't know what it does and I am not very interested in finding out. However if I randomly hear about something interesting related to it I might look into it.
35. 35. Thank you!