National Trust Campaign 2012

The digital agency e3 has created a social media campaign called 'Great British Day Out' using a specially-created Facebook app. You have to described the day out you’d like to experience,

for example a 60s themed dinner party in Paul McCartney’s childhood home or a rave on a beach with friends, and then invite friends to the party by dropping their photos into the app. Your submitted ‘Great British Day Out’ is automatically sent to all those friends you’ve invited and you can post a link on your Facebook and Twitter pages asking all your friends to vote for you. The 20 most popular ‘days out’ as voted for by the public, plus a number of wildcards chosen by the

National Trust judging panel, the winner gets to have their ‘Great British Day Out’ made a reality.

The National Trust will use Facebook’s Sponsored Stories solution to ensure entrant’s ‘Days Out’

feature prominently in their news feed, combined with Facebook ads, blogger outreach, online advertising and inclusion across Twitter, and Facebook will ensure that the National Trust’s engaged audience of more than 100,000 will make this campaign as viral as possible.

Campaign May 1st 2012

 
Tristan Pride, creative director for Bristol-based e3, said “Activities that work best in the social environment are ones that are social in essence. That is why this is such an exciting campaign for the National Trust – the very concept is social. The Facebook app helps to create powerful, organic stories for you and your friends to enjoy, discuss and share. We then maximize that with other tools that are available to us such as Facebook’s Sponsored Stories"


Reference: The Drum

National Trust Campaigns

2010

Leap's Fresh air campaign for the National Trust.

Since 2004 Leap have advised the National trust onUK wide sustainability and paper policies in 2010 they implemented The fresh air campaign. The objective of the campaign was to encourage people to enjoy fresh air by visiting National trust, parks coast, woodland, and countryside. They wanted to show the National Trust as an enabler; welcoming people to their outdoor space and to share a sense of celebration in the outdoors and of course getting fresh air. Leap chose to create a bright, passionate and active identity utilising the new Trust brand guidelines. They used a rainbow to represent a goal, activity and escapade to be discovered. We are all ways chasing after the end of the rainbow. They also created the supporting marking material, Family planners, online graphics and promotional clothing, and continued to produce ten banners to publicise the event at Trust properties all around the country.

http://www.leapmedia.co.uk/gallery/fresh-air-campaign/

National Trust brief

One of the selection on offer is the National Trust I have looked through the brief and picked out what I think are the key elements of the brief. The highlight words I have placed in order they appear on the brief and have add a few connecting words so it reading it makes sense.

National Trust Brief

Reintroduce powerful connectors between people and places. Rebuilding connection to a modern audience. Importance of nature and heritage. Elderly equals cream teas. Reposition the National Trust away from its current perceived image. Integrated campaign, nature and beauty forever. Consider, make time for areas of natural or historic beauty. Change perceptions, old fashion benefits people's lives. Think campaign relevance to reach audience. 25-40 years olds nationwide in the UK. Integrated campaign, print, digital experimental. Main deliverable first. Video. 

Having written it out like this seems to have given a clearer under standing of what they are looking for from the brief.  

New Brief Ba Live design

We have now been set our new brief. We have to choose one of the following from a list of brief set by D&AD New Blood Awards. ASOS, BBC, D&AD, Digital Cinema Media, National Trust,  N Power, Unilever, WPP and  XL Recordings.

We have to bare in mind our strong points and  our experience and which project might be approprate for my personal learning and development. If we choose we can work as a team for this brief, however we must present our case to the course leader and get the go ahead.

Key dates

Wednesday 15th January Planning deadline
Wednesday  12th February Crit
Thursday 28th February Deadline

We may also take the opportunity to submit our work to the D&AD New blood Awards, submission by the 19th March 2014

Post Crit

This Project is finished and I have to say I am quite happy with the results. There were only a few minor point put forward with regard to changes that could be made. The strongest being the addition of a menu bars on the screen so that you could have a pointer to the hidden sub menu. I had used the device of glasses to indicate reading and if i had though it through from reading the iso7 manual I would have gone with a more reconcilable symbol.  I think this is the most complete design I have done with clear stages of development leading to the end result.

I hope you enjoy it