RAISE THE ODDS
- SCHOOL:
- Hyper Island
- ROLE:
- Concept, Copy, AD
The brief: The Millennium Promise needs to raise awareness about their work and mark the importance of individual contribution. The target group; men and women between the ages 20-35, who have just got their first job or are early in their career and feel ready to contribute towards society.
Our insights:
The charities message is too complicated and big to grasp. Young people are wary of how their money are being used when donating to charity and reason for starting donation are often based on trust and familiarity of the “brand”. And if the information is received through a friend, people are more likely to get involved.
The concept: "Raising the Odds"
We decided to focus on raising the awareness of the Millennium Promise. Creating a communication channel for the charity to reach the target audience, allow them to interact with the brand on a way that is familiar to them and take advantage of their social interactive behaviors.
Help the Millennium Promise to raise the odds for people living in extreme poverty by raising an “Odd” in you iPhone. With all the proceeds going to the charity while raising awareness and building trust for the brand.
Project time: 3 weeks
Browse the clickable website prototype.
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So who is Odd? Odd is a small creature living in your smartphone. For 9 days, it will keep you company. It starts off as an Odd seed and you will follow it through it's different stages of development. You can play with it, feed it, clean it, basically make sure to keep it happy by keeping up it's stats levels.
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Dependign on how you treat your Odd, it will develop personal and physical characteristics. So you can experiment by bying more Odd's to see how the next one will end of looking.
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And when you’re odd is folly grown and before it says goodbye, you have the option to have a portrait taken with your odd as a memory of the good times you’ve shared. Users can created albums of the different Odd's they have raised.
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Initial idea for a look&feel for the campaign site. With options to Tweet and getting your social network involved. Browse the prototype site build
here.
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Explaination of how raising an Odd in iPhone works.
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A webshop where you can buy Odd related merchandise, make a one off donation or set up monthly donation, and also order the Odd you raised as a 3dimensional charactere.
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A section of the site is dedicated to the Odd's raised around the world, where the user can browse through and look at specific Odd's. Using Facebook Connect, the user can also view their friends Odd's specifically. And look through galleries of portraits user have taken with their odds.
