Case: IlmPossible
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Case presented at Digital Thursday an initiative by PAS. Presenters: Faisal Khan-General Manager, The Next Big Thing Harris Rasheed, Associate Creative Director, Adcom
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Case: IlmPossible
- 4. Shedding light on key rules of engagement which made IlmPossible possible ILMPOSSIBLE
- 6. Simplifying the (Usual) Brief: • Extracting the gist from the brief to create a single minded approach which would result in the spine/ purpose of the campaign/initiative “To advocate and create awareness of article 25 A which is for the State to provide compulsory and free primary and secondary education to all children aged 5-16” MAKE IT SIMPLE
- 7. Naming the Initiative Taking from the word Impossible which in itself says I’M POSSIBLE, the name highlights the passion and energy, to make the spread of education possible in Pakistan. MAKE IT SIMPLE
- 8. The Cause • Organizing the initiative and breaking it into three simple steps MAKE IT SIMPLE
- 16. Giving them a higher purpose • Make them feel responsible and get them act • Educated ones are more accountable towards the progression of literacy in our country • A single click means more than a click TOUCH THE HEART STRINGS
- 17. Giving them a higher purpose TOUCH THE HEART STRINGS
- 18. Mobile
- 20. Spread the word • People who’d agree to the cause was asked to share the video to spread the word on social media and further take Oath and opt for Ilmbassador’s application MAKE IT ACTIONABLE
- 21. Making ILMBASSADORS MAKE IT ACTIONABLE
- 22. Subjective to Objective Exploiting each TouchPoint • Tasks Uploaded on Facebook • Presentation and Tool Kits uploaded • Tweet Sent • SMS Sent • Posters Uploaded MAKE IT ACTIONABLE
- 24. Introducing Short Deadlines People would get involved in something happening now, not in a stale cause which would be concluded after a year or so Weekly tasks were introduced in order to achieve quick actions GIVE DEADLINES BUT MAKE IT A JOURNEY
- 25. Unfolding Story TASK 1: Start with the easy one GIVE DEADLINES BUT MAKE IT A JOURNEY
- 26. Unfolding Story Task 2: Making it relevant to Social Culture GIVE DEADLINES BUT MAKE IT A JOURNEY
- 27. Unfolding Story Task 3: Using Ilmbassadors aggregate content which would further endorse the reason for the cause GIVE DEADLINES BUT MAKE IT A JOURNEY
- 28. Unfolding Story Task 4: Value them by taking their opinion GIVE DEADLINES BUT MAKE IT A JOURNEY
- 30. To Create Authorize the Community and trust them to recreate content which would result in User Generated Content Provided the community with creative assets of the initiative and let them create and share things- blogs, posters, caps and T- Shirts were being designed by the Users COLLABORATE
- 31. To Create COLLABORATE
- 32. To Facilitate Direction was being given to every ilmbassador to complete the tasks and spread the word, in the form of: Presentations Tools Kilts Quick Tips COLLABORATE
- 34. Bridge the Connecting for ON & OFF Our offline life can easily be judged by our online world Content from Meetups and tasks to be shared by Ilmbassadors on branded platforms PULL OFFLINE AND ONLINE
- 35. :MAKE IT SIMPLE :TOUCH THE HEARTSTRINGS :MAKE IT ACTIONABLE :GIVE DEADLINES :COLLABORATE :PULL OFFLINE ONLINE