ICAWC 2013, Barcelona, Spain - Peter Kiraly's presentation on How to Hang Out From Advert Noise

1. HOW TO HANG OUT FROM
ADVERT NOISE?
Dr. Peter Kiraly, founder
Rex Animal Island
HUNGARY

2. Objectives
To recognize different advertising goals and techniques
To understand the qualities of a good animal welfare ad
To create an original ad by using the latest techniques
To show some examples and to give ideas

3. General situation
• grasping for financial support
• no strategic thinking for communication
and fundraising
• lot of competitors
• no branding

4. What creates the need?
•
•
•
•
an NGO is a firm
absolute competition
no segmentation
activities need adverts
We need a position !

5. How to win a position?
• Use up-to-date ad
• Build a „brand”
• Develope

6. Propaganda
• Techniques used to influence opinions,
emotions, attitudes or behavior
• It appeals to the emotions not the intellect
• It is not negative or positive
• The purpose is to persuade

7. How to hang out?

8. The good ad - 4 qualities
1. Attracts attention: COLORS,
BOLD headings, pictures, sounds
2. Arouses interest: by words and humor
3. Creates desire: „you want it !”
4. Causes action: gets results
(motivates to rehome, to donate, etc.)
Advert vs Reality

9. Ad techniques
•
•
•
•
•
•
Bandwagon
Snob Appeal
Plain Folks
Patriotism
Facts and Figures
Expert
•
•
•
•
•
•
•
•
Logical appeal
Testimonial
Glittering
Generalization
Emotional
Repetition
Humor
Rewards
M
O
T
I
V
A
T
E
S

10. Combination of surprise and humor
Commercial
ad

11. Social Ad v Commercial Ad
Non profit
Commercial
• different target group
• the same advert rules
• the same techniques
•
•
•
•
•
involves the „drama”
clear history / associations
closer to the customer
rings social and cultural roots
deep emotional response
• „Feel good” factor

12. Use unexpected
flabbergasting images!
public
service
advert
…and share ideas! Thank you for sharing creatives.

13. Engaging Techniques - humor
diverts audience and gives a reason to
laugh often through the use of clever
visuals and/or text

14. Common communication channells
The most
cost effective:

15. Social events
•
•
•
•
•
•
•
•
•
•
Festival Events
+ Awards
Summer camps (146 children)
World Guinness Record
Conferences (veterinary, breeders, etc.)
Shows (World Dog Show)
Music festivals (Sziget)
Fairs (Xmas, easter)
Exhibitions (Hungexpo, 19 Plaza weekends)
Charity events (…boxgala)

16. Social events

17. Special events
World Dog Show
Budapest 2013.

18. Unique ideas
World Guinness Record
Animals aren’t toys!
a toy
not a toy
6.540 toys collected / stringed out in 14 minutes

19. Develope! Be new timer!
2 millions dogs in Hungary
100,000 roaming on the
streets
The chances to get back to
their owners are reducing
significantly by time.
Many initiatives started for
searching lost dogs.

20. New ideas
Integrated query system application
for mobile devices
An easily accessible application
Connected to all online communities
For:
• Owners / unattended dogs
• Charities / adoption
• Society / less stray dogs

21. From shocking to phylosophy

22. From shocking to phylosophy

23. „Benetton type communication“
Advantages
• gaining a face with the media
• appropriation of category
• Risks
• legislation (permit)
• people (kick back)
• economic results
Shocking radio spot

24. Report your activities !

25. Emotions
Images that appeal to the +/- emotions
+ emotions (desire for complete life, help)
- emotions (fear, sense of guilt, etc.)
„Save the Romanian dogs today. Tomorrow is too late!”
Try to be positive if possible!

26. Tragic, encouraging!
Hope
His past is horrible. His future depends on you!

27. Dogs are bestsellers…

28. Our results
25.000 annual visitors
3.500 annual students
995 volunteers
6.700 donors
4000 rehomers
1.170 other partners

29. Hope you can also find a
similar position !