Am dat zilele trecute, la Dorin, de o idee foarte foarte misto. Genul ala de idee geniala prin simplitate dar si prin faptul ca totusi, in ciuda simplitatii sale, nimeni nu s-a gandit la ea pana acum. E vorba despre secunda-viata o idee prin care orice reclama TV poate contribui la strangerea de fonduri pentru o cauza umanitara. Si mi se pare ca-i bine si ca asta inseamna schimbarea sociala venita de la o companie al carui rol e in primul rand sa faca profit. Uite ca se poate.
Ideea ii apartine lui Victor Stroe, Leo Burnett.
De la Dorin:
“The project is to air 29 sec spots instead of 30 sec – and donate the cost of that missing second to a humanitarian cause. (positively without any loss for advertisement impact)
That means 3% of the media budget. Maybe it doesn’t seem like a big thing, at first – but the exquisite part is yet to come – the more people are watching those commercials, the more money will be donated (considering the current business model of paying the TV reach).
So, TV stations could explain the concept to their audience, right before commercial breaks, and ask them not to switch the channel if they want to help someone in need. Everybody wins (TV stations included, by selling more reach to advertisers) and everyone feels good.”