Young Lions Czech Republic 2018 Digital category - Team 10

2. WEPREPAREDCAMPAIGNTOREACHSTUDENTS
WHENTHEYPROCRASTINATE…
Wewanttosimplycatchtheattentionofstudentswithcleanvisualwichreminiscent
criminaltvseriesandhittheirweakness.Let’sbehonest,90%ofallstudentsaredoing
everythingelsethanstudy,mostofthetime.Wewanttoconvincethemtodosomething
real.Somethingmeaningful.
Aswesaid,thekeymessageofthecampaignis:stopwasteyourtimeanddosomething
useful.Dosomethingreal.AIESECofferthis,butitslittlebitdirtyjob.Nobodywantstodo
it,everybodywantstotravelandenjoylife.Butinreality,itgivesthemwhattheyexpect
fromtheuniversitythemost(speakaforeignlanguage,expressownopinion,develop
problem-solving)andalsohelpsothersinworld’sfamily.
Speakaforeignlanguage
69%
Expressownopinion
47%
Speakingonpublic
42%
Problemsolving
38%
WHATSTUDENTSREALLYEXCEPTFROMUNIVESITY?
WHATTHEYREALLYDOEVERYDAY?
Sleeping,socializing,work
18.9hours
Education
2.6hours
Socialmedia
1.9hours
YL2018_DIGITAL_10

3. Wewerestudentsalsoandweknowhowdifficult
it’stoforceintoproductivework.Andnumbersare
speakingclearlyastherazor.Researchsays67%of
studentsexpectfromtheirstudycareerimprovement
ofspeakingaforeignlanguage,speechskillsonthe
publicandexpressionoftheownopinion.BUT!Weknow
howrealitylookslike.Mostofthetimetheyspentwith
sleeping,socializing,relaxingandbyworkwhichthem
helpingwiththelifesituation.Andwehavereallybad
consciencespendmorethan2hoursperdayonsocial
media.Wemakestudentsawareofitandhelpthemto
changeit.
AIESECofferopportunitytogetexperience,leadprojects
andcareaboutothers.
Oursolutionissimple!Wewanttocatchstudents
attentionbysimplevisualstylewhichisclosetothem
andlooksforthefirstsightlikeapromoofnewNetflix
seriesaboutcrimecaseormafia.Butallstudentsknow
therealcrimeistheirprocrastination.Andtheyknow
it’sagoodtimeformakingvalues.
Withthisvisual,wecanstopthemandstarttothink:
WTFisthis?Wearefocusingonyoungpeoplethrough
theirhobbies.Andthatistvseries.
OnFacebook,wewillusethemainpieceofthecam-
paign,herovideowithcapoditutticapi.Wherehehire
newmembersofhisclan–family.Thenwecontinue
in communicationwiththeclassicposts.
OnInstagram,weusethesamepostforthegrid.But
themainthingisStories.Shortvideoswithourboss,
whospeakstothepeopleandoffertheopportunity
forthejob,whichcanhelpyoubecamethemember
of AIESEC.
OnYouTube,isthesamestory.Wearehandlingwith
simpleexecutionacleanmessage.Sixseconds
non-skippablebumperswiththepowerfulspeech
of theboss.Thejobismaybedirty,butnecessary.
CREATIVEINSIGHT
Wewasteourtimethesameway
WHATISOURSOLUTION?
Basedonbadhabitsofthetargetgroup
HOWDOESITWORK?
„It’sjustbusinessnothingpersonal...“
YL2018_DIGITAL_10

4. FACEBOOK
Thereachofthecampaignisinevitable!
INSTAGRAM
BreathtakingStorieseverywhere.
YOUTUBE
Youcan’tskipthismessage

5. Throughbadassherovideowiththerespectfulbossoftheorganization,weannouncethatweneedanewmemberofthefamily.
Communicationcontinuouswiththestaticpostswherewepushonfeelingsoflazystudentsattheschool.

6. Weusestaticpostsforthegrid.Butourmain
powerisinthestories.Becausethisisthecheap
wayforthemassivereach.Ourcapoappearsin
shortvideosandhespeakstothepublic.
“Friendshipismorethantalent.Itismorethangovernment.Itis
almosttheequaloffamily.Neverforgetthat.Ifyouhadbuiltup
awalloffriendshipyouwouldn’thavetoaskmetohelp.”
DONCORLEONE

7. Capoditutticapihaveeyeseverywhere.Sixsecondsbumperswillhitallthecommunity,
whereishidingnewmemberofthefamily.