AD discovery Workshop
Creative,engaging dialogues that advance advertising understanding.
By Panteion University Students.
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AD/PR Lab Campaign on
Athens City Branding
OUR LABORATORY 2013 CAMPAIGN
Segmentation of parameters
per groups
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THE 3-RULES OF SUCCESS
Fuel for Thought
City Branding: The case of Lyon(France)
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SUCCESSIONAL STEPS THAT WE WILL FOLLOW FOR THE BUILDING OF THE CAMPAIGN.
1)We build awareness.
2)We open the scene outside our AD/PR LAB- We build a communicative platform outside the "lab walls".
3)We move into action.
The campaign must not limit to the awareness part. It has to be action, to be d dynamic vector of changes. Thus, we put into implementation our theoritical scheme and our research results. We measure results, we introduce corrective steps. So expect from highlighting the theme, we make it action and tactile truth.
How;
We organise a co-ordinated and well-crafted grid os actions and feasible events. In this way it is hoped that a fruitful public discourse on the subject will be triggered.
1) Run a social media/digital campaign.
We focus on the interactivity and the
digital spread of the campaign.
We also create share-worthy content
and insights and we share them at our
social accounts.
(in a sharing-economy ecosystem).
"Sharing Economy, Collaborative Consumption
and Social Innovation as a Co-Creation
Ecology is our locus as "peer progressives".
Betty Tsakarestou,Assistant Professor
and Head of Advertising and PR Lab.
Chronological Chart OF THE
AD/PR Lab Campaign on
Athens City Branding
“Athens Co Creation”
Who we are:
Master in Cultural Management
Course: Cultural Marketing and Communication- Athens Co-Creation Branding Project
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab, Department of Communication, Media and Culture, Panteion University.
Athens Co-Creation is a postgraduate platform for curating and sharing sources and ideas on city branding as well as a co-learning and collaborative social lab.
We work on smart, sustainable and startup cities. We focus on lean starup model as well co-creation methodologies to co-create Athens as a global smart and starup city brand.
A step before the campaign..
Our second workshop("BuiLding A Solid Grasp About The Campaigns")provided us with a set of concepts and an integrated framework to start designing our Lab Campaign.
Secondly, after the brainstorming of ideas for our Lab Campaign,we wrote down all your proposals. These have been organised at a Google doc Poll document, where students were requested to chose their favourite option.
Here is the link:
Overview of City Brands:
Moscow,Rome,
Istanbul.
Course: Introduction to Advertising and PR
Professor: Betty Tsakarestou,Assistant Professor
and Head of Advertising and PR Lab.
1) Viral Squad :
Examples of
Smart Cities
2) Advertistas Terroristas:
Examples of
Smart Cities
3) The Gamblers: City Brands for other competitor cities:
Cities:
Barcelona
Copenhangen
Stockholm
Paris
4) Groovy People: City Brands for other competitor cities:
Cities:
Istanbul
Tokio
Τοronto
Berlin
5) The Legends: Localization of campaigns that have bben done in Athens.
A background of the camapigns that have been launched since 2010.
A chronological investigation.
6) AD Pub: Interesting efforts that have bben done since 2011 concerning Athens city branding.
(Recordings of the period 20011-2013).
7) Youth’s Encounters:
Athens Municipality's programs concerning Athens city branding.
8) Run-a-Way:
All the innovative, creative and extroverted organizations and events that have been launched in Athens city.
9) T.A.P
Information about Athens' highlights-benchmarks that can determinedly contribute to the configuration of Athens' identity.
Examine the new ventures of our city e.g. the Niarchos Foundation , the Opera, the Αthenaeum etc. Explore also the "Rethinking Athens" project at Panepistimiou Street.
10)Fight or Flight:
The start-up scene in Athens.
11) Force Team:
The start-up scene in Athens.
12) Mahjong:
Start-up projects concerning Tourism (e.g. UPGreek Tourism).
13) Diversity Project: Twitter accounts that have been given to the citizens for the cities' branding.
14) M.A.C.:
Explore the great architectural interventions.
e.g. the Οliaros corporation, that has undertaken a huge recast project.
Efforts that have provoked the global interest.
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AD/PR LAB
Campaign on
ATHENS CITY
BRANDING
June 2013.
Techonomy 2012: Collaborative Consumption and the Sharing Economy
3) We are “peer progressives”:
We give emphasis on the recipients,
we empasize on the peers to peers.
Those become dynamic vectors of meaningful changes.
2) To οwn the campaign.
We deal creatively with the theme, we are passionately involved and engaged in it..
Wednesday 22/05: Presentation of the material and infos that we have accumulated. At the same day we upload on our blog the whole material, so that we can all see it, edit it, think about it.
Wednesay 29/05: We keep on accumulating and sharing informative material. At the same time we start designing our campaign "Athens City Branding". The informative material- the proposales- the insights are directly uploaded on our site. With guidance through our facebook group and also with personal research, initiative and motivation we move into a better,in- depth comprehension of the theme.
Wednesday 05/06: We consummate the design of the campaign- We formulate our final proposals for Athens' branding.
-At a day that has been not yet specified , we are going to present our final proposals.
You are going to be informed about it.
with her MA students in Cultural Management. Course: Cultural Marketing and Communication- Athens Co-Creation Branding Project.
RESULTS OF OUR IDEA SEARCHING FOR AD/PR LAB CAMPAIGN
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Bullying 2
Sex Trafficking 4
Children Rights 1
Athens City Branding 5
Animal Abuse-Animal Protection-Animals' Experiments 1
Domestic Violence 1
Greece Branding 5
Monument Vandalism 1
Organ Donation 3
Volunteerism 3
Open Web 1
Youth Entrepreneurship Via Volunteerism (e.g. TEDx – glovo) 4
Abortion 1
Youth Alcoolism 2
Contemporary Slavery Trafficking 1
Racism 1
Women Rights 2
Women Rights At Middle East After Arabic Spring 1
Anorexia Nervosa-Obesity 2
Addiction to Computer Games 4
Book 2
Greek Products Go Global 3
Upload PDF File.
Including Diagram (pie)
of the results.
GREEK VERSION
We are discussing the same
theme with the
"Athens Co Creation" group
of MA Students of our University.
