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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Time Frame
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. 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. 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. 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. 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. Examples for concepts 1 (storyboards): Marathon runner
would not die of exhaustion
21. Examples for concepts 1 (storyboards): Romeo Montague would
skip Juliette Capulet on Tinder
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. Examples for concepts 2 (video): A love story which would
have been different
24. Examples for concepts 2 (video): A tourist lost without
GPS
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. Media recommendations / Choice of channels 0 50 100 150 200
250 I use the following Social Media:
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. Media recommendation Online News
29. Media recommendation Newspapers / Magazines Art Education
History Humor International Journals Political & Social Science
& Nature University Magazines
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. 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. 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. 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. 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.