| 剧情简介 | Using ad-blockers means eventually loosing access to free content. Free content will therefor becomequite rare. Free content will become extinct by our own actions, in the same way we are loosing certainspecies of animals. This led us to the insight: free content is turning into an endangered species.Based on this insight we aim to make people aware of the consequences of using ad-blockers bycomparing free content to something that people know is unintentionally being endangered, and that byfinding out its endangered status, will want to covet, to protect. We want to frame our target audience’smind-set by using a metaphor that not only conveys the growing scarcity of free content, but also theneed to protect & reinstate it.To take that image further we needed an endangered species that would make people smile. Sharksand tigers inspire awe but also fear, a flamingo is more likely to be conceived as light and funny andfriendly and unequivocally deserves our efforts to save it. By mimicking an expedition or safari wherewe spot the endangered free content flamingo, we will stress the fact that free content will be scarcewhen using ad blockers in a fun loving way. To safe the flamingo from becoming extinct we have tostop using ad-blockers.We aim to inform!We will introduce the Free Content Flamingo a not so obvious way that inspires curiosity finding outwhat this flamingo is all about. Putting the final pieces of the puzzle together for yourself, will lead tomore time spend on thinking about the reasoning behind this campaign by our target audience. Byusing this metaphor, we expect to activate on build on all the groundwork that has been played bynature organizations, such as Greenpeace and other wildlife saving organizations. |
