Czech republic media_young_lions_2012

czech republic lucie koutna ondrej kratky

goals inspiration insight campaign idea summary

understanding of target group that vendors are investors increasing circulation and regularity

making The Big Issue vendors anchors of local life

goals inspiration insight campaign idea summary

Errol Williams, age 49, CO-OP Supermarket, East Dulwich

“I’ve come across people feeling down-and-out and I tend to cheer them up a lot.”

Patrick Keenan, age 37, Waitrose Car Park, New Malden

“My regular customers chat to me about everything: from what’s in the issue, to

science and literature. Some just want to get stuff off their chest.”

goals inspiration insight campaign idea summary

“People are speeding through their lives. It’s cool

to be busy but there are implications. Work is the king of our lives. In their

routines people covet “anchors” that remind them they are still human. Those anchors keep their spirits

high and there’s never enough of them.”

goals inspiration insight campaign idea summary

prep buzz engagement habit

turn The Big Issue into small business with local touch to

create an extra anchor in people’s lives.

goals inspiration insight campaign idea summary

prep

flipping pages 180° in half of magazine to demonstrate the

vendor’s investment

splitting logo to show 50% margin.

“£2.50 a paper for you. £1.25 margin for me.”

buzz engagement habit

goals inspiration insight campaign idea summary

prep

PR campaign: media invited to vendor’s pitches with

celebrities to reveal their background stories and their

enterprise.

CAMERON:

SAVES

£4BN FOR

PUBLIC USE guest celebrity editors on the streets earned media paid print ads

“Jamie buys from me every time.”

“Stella knows all about the

neighbourhood.”

buzz engagement habit

goals inspiration insight campaign idea summary

engagement

vendors’ timelines / stories

check-in at your vendor

vote for pitch of the week

partial magazine content

celebrity fan interactions

FB platform

Get your weekly neighbourhood

updates via vendors’ QR codes

“Wanna get local?”

Jenny Holborn Today my big issue guy made me laugh :-))))))

Kate Middleton Jealous! What’s his name. I’d love to see his timeline.

prep buzz habit

goals inspiration insight campaign idea summary

habit prep buzz engagement

further improve magazine quality.

support vendors in local journalism.

feed online content.

give proof: FB timelines, documentary

creating a social anchor make vendors part of local life

goals inspiration insight campaign idea summary

INSIGHT:

people need some

social anchors, familiar

things reminding them

they belong somewhere.

CAMPAIGN IDEA:

turn The Big Issue into

small business with local

touch to create an extra

anchor in people’s lives.

GOAL:

make The Big Issue vendors anchors of

local life.

prep

the business principle of Big Issue (POS, rebranding)

buzz

celebrity involvement earned media paid print ads

engagement

neighbourhood news - vendors’ QR FB platform, vendors’ timelines celebrity interaction check-ins at vendors magazine content

habit

improving magazine and local news online content proof of progress

how does it work?

understanding circulation regularity