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
MADONNA IS MY REGULAR
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 HolbornToday my big issue guy made me laugh :-))))))
Kate MiddletonJealous! What’s his name. I’d love to see his timeline.
prep buzz habit
goals inspiration insight campaign idea summary
habitprep buzz engagement
further improve magazine quality.
support vendors in local journalism.
feed online content.
give proof: FB timelines, documentary
creating a social anchormake 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 principleof Big Issue (POS, rebranding)
buzz
celebrity involvementearned mediapaid print ads
engagement
neighbourhood news - vendors’ QRFB platform, vendors’ timelinescelebrity interactioncheck-ins at vendorsmagazine content
habit
improving magazine and local newsonline contentproof of progress
how does it work?
understandingcirculation regularity