Digital Advertising- Listerine
Cooperative Project
This project aims to get the young people ( 18-30, mobile user, tech savvy, loves social media) , to start talking in the real world the old school way - with face to face, by making face to face conversation an in-trend activity, via the creation of the new trend word : 口欠欠.
Definition of 口欠欠
people who lack face to face conversation 欠缺面對面吹水的人(noun.)
lack of real-life conversation 欠缺面對面吹水 (verb.)
the mood of lacking face to face conversation 欠缺面對面吹水的感覺(adj.)
Stage 1: Raise awareness -
Invite 3 KOL to mention 口欠欠 in their live video. e.g. 達哥 .
STAGE TWO: Revealing the event details-
we will provide concept and structure , to let KOL to create a video
Explain the meaning of 口欠欠 and Invite their audience to look for them in real life
( information of meeting will be provided)
( information of meeting will be provided)
STAGE Three: Call for action
Place 3 interactive billboards at the corner of 3 MTR stations (TST, MK, CWB)
Each billboard will be screen- ing one KOL talking to the pass-by <- this is a live stream
The audience can make responses by talking,
the detected sound will be received by the KOL instantly in a text format
If the pass-by want to meet the KOL in person,
he/ she can receive a detailed map leading to the chatroom where the KOL is in with the NFC technology.
WHAT IS INSIDE THE NFC:
- map - rules (network will be totally blocked within the chatroom)
meanwhile, we will create a #口欠欠 hashtag and post it on different social platform, and hint the location of each KOL
STAGE four core: Participation
Creating a real chatroom on the rooftop on some buildings
Participants can meet and chat with the KOL face to face without the disturbance of the phone
The event will be recorded and being put online
