A BRIEF

A briefet idén a SPEAK adta, egy portugál kisváros, Leiria nyelviskolája, egy non profit szervezet. Lényegében a céljuk, hogy a bevándorlók megismerjék az itteni kultúrát és bemutassák a helyieknek, és egymásnak a saját szokásaikat. Ezzel segítve a beilleszkedésüket. Ennek érdekében hetente tartanak nyelv és kultúra órákat jelképes összegért.
A briefben viszont 2 cél is volt. Egyrészt, hogy több bevándorló jelentkezzen, másrészt, hogy a Speak-et eltartó Speak Pro is több fizető diákra tegyen szert. Ez utóbbi a Speak klasszikus nyelviskolája szokásos, tematikus nyelvórákkal. Előbbi célcsoport elérését tovább nehezítette, hogy nem hozhattunk online ötletet, mert a célcsoport nagy része nem rendelkezik Internet kapcsolattal. A büdzsé pedig mindössze 500 euro volt az egy hónapos kampányra, mindkét célcsoport elérésével. Nem volt egyszerű. Holnap 11.00-kor prezentálunk, utána megmutatjuk az ötletet nektek is! Stay tuned!

A KAMPÁNY, AMIT VÁLASZKÉNT ADTAK A BRIEFRE (angolul):

CAMPAIGN DESCRIPTION

EAT YOURSELF IN!

Our concept is based on the fact that we usually start to discover a culture by getting to know the typical dishes of each country. It means that up to the discovery of certain cultures the way leads through our stomach.

Just grab a travel guide or a language book where food is a must-topic and you will find a wide variety of meals. It seems that each country has very typical, colorful and different range of local dishes.

But have you ever looked deeper in the recipes of the local specialties? You will be surprised to find very similar ingredients.

What we mean by that? It shows us that just as our dishes we are the same as well, served in a different way. We are all human, but with different colors and spices. And based on the fact that the best conversations we have are always happening during meals we decided to eat ourselves into a different culture!

CAMPAIGN CHANNELS

Even if we are living in isolated communities with no contact between immigrants and locals, we have something in common. We both have the same physiological needs. It means that if we want to stay alive we both have to eat & live somewhere. This is also true for me and for you, for the locals and for the immigrants as well. So we recommend to use the following 3 channels: supermarkets, homes, and as the mixture of eating and living; pop up restaurants.

We will buy food from supermarkets with whom we agree in a barter that way we can minimalize media costs. Free apartments can be asked from real estates in exchange of speak pro lessons for their employees. Our volunteers can cook their domestic food in the pop up restaurant, so the guests can eat on purchase prize.

In the supermarket shoppers will be informed about the pop up restaurants and speak programs.

Real estates will inform all the newbies of the possibility of free dinner in the pop up restaurant.

On the booking sites Speak Pro program will be communicated. Here we can reach business, study and holiday travellers (because both of them need to live somewhere)
In the pop up restaurant our volunteers can directly contact potential Speak members and provide them an insight about Speak.
We can create awareness, get people involved and activate them to join Speak!