Young Lions Czech Republic 2018 Digital category - Team 14

1. We decided to launch a campaign for a fake secret society private club
with photos, content and ideas authentic to AIESEC, yet with another
name. People do not know what they want but they are prejudiced, so
we want to remove an AIESEC name from the narrative for a while,
create a fun game, mystery content for students and then branded
with AIESEC logo. We want students to beg us for submission to this
private goodness spreading members-only club, not the other way
around.
Who would not want to be a part of a private club which spreads nice ideas, grooms new
leaders, gives people opportunities to travel, network, be their own boss? But yet students
seems more into their own interest than to those of humankind. So let's make it more
interesting for them.
We would like to do so by spreading mystery images all over internet, mainly on
Facebook, Instagram and popular student channels (online forums, university intranets
and blogs). And in the same channels we also want to reveal the true origin of this
content and the purpose.

2. Students have endless possibilities how to spend their free time.
There are lot of societies and programmes to get them on the
right track of life or a career. So what makes AIESEC to stand
out? We approached this question from a different point of view.
Maybe people are bored with things that are free and available
for everyone. Maybe they want to feel unique while trying to
save the world. Maybe we should remind them that they can be
part of something bigger, but fun at the same time.
We want to create secret club which will be then revealed as
AIESEC because no matter how it looks, they both stands on the
same values. This club will draw attention, as it will be kinda
hidden and forbidden. Then we will gamificate the submission
process in a “follow the rabbit” style to make it more intriguing
to actually get to the club. But what if you're looking for
something that already exists?

3. On Facebook a series of mysterious and controversial
unbranded posts will appear. The campaign will be
posted also on students discussion forums, universities'
websites to introduce our mysterious association. In
the posts we will refer to tradition and history, and
answers will always be based on values. In the image
there will be also one clue what to look for included.
After a teaser period, we will reveal that this secret
society is actually the whole time of AIESEC, which is
open to all but also aspires to excellence for its
members, therefore it is also an exclusive matter.
We will continue to explain the ideology of the brand
in posters already branded with AIESEC logo saying
"You might never get to Freemasons, but if you want
to change the world now, you can try it with us"
The aim of this recruitment campaign is not to focus on
all students. On the contrary, we want to target a narrow
group of people who are not afraid to go on the edge and
seize the day.
Our idea is to show those students who are overwhelmed
with opportunities for internships, travel programmes and
membership in various student societies show that there is
something that is inaccessible to them, because this thing
is not for everyone.
We will create a secret society that fights for a better
world, but in its own secret way. We will reveal bits and
pieces of this world that stands at the real values of
AIESEC (Leadership, Peace, Striving for excellence,
Connecting the world).
Basically at first we want to build awareness, people will
interact with controversial content, some of them might
share similar values and will desire to know more - and
that's AIESEC new curious active member.
A lot of students would like to make a world a better
place. They want to do good deeds, but let's be honest,
a lot of them do it mainly to boost their ego. Which is
actually a good thing as long as they help others in the
process.
These overachievers seek exclusivity, some extra
experiences and content beyond the classical university
education. The more inaccessible, the more attractive it is
for young people. They basically want what they can not
have.
AIESEC encourages personal growth and active people in
a closed community, which brings together these two
groups.

4. Image content displaying life of a secret society. Launch of a discussions at university
forums, blogging on intranets and
online students forums.Disappearing teasing content.

5. We will create a FanPage which will disseminates
information about the society. There we will post
photos form a life of the secret society called
Butterly Effect.
All photos would be authentic, directly from
AIESEC members. We will create arranged but
real-looking snapshots in one of their events with
predetermined fancy and eccentric dress code. It
will be accompanied with mysterious "follow the
rabbit" puzzles.

6. Via Instagram Stories of selected local
members, we will publish a disappearing
content that will reveal a mysterious
environment that will seduce and lure the
viewers.

7. Gradually, we will contribute a new thread to all
university sites and student forums on
"There is a disruption among student societies" ...