Hello! We are Innvendory, a start-up advertising company consisting of 2 members, Zoe Karvela and Rodica Moroi!
Who is Giant Heart?
Giant Heart is a project campaign by Novibet, which has as its representative and public figure Giannis Antetokounmpo. The vision and mission of Giant Heart is to contribute to the Athenian neighborhoods and give back to the people, which will only be possible through the unity and cooperation of all citizens. They want to fill people’s hearts with hope & faith through meaningful actions which foster a world of equal opportunities and rights.
What is our idea?
We were asked as an advertising company to make a campaign for Giant Heart’s second season. We took great inspiration from our past projects and our general mission, which centers around sustainability and being as environmentally conscious as possible. Our idea focuses on the organization of voluntary actions in which the public will participate in order to collect any recycled materials from the items that are thrown away on the ocean and beaches. These materials will be sorted out in specialized facilities and used in the renovation of basketball courts in Greece. Our role as an advertising company will be to make this event known and advertise it in a way with the aim of having a great impact on the public.
Everyone loves a good timeline…
As far as the timeline for this campaign is concerned, we will announce our idea both on Giant Heart’s social media and in the press. In the second phase, we will focus on organizing our voluntary actions and collecting all the recyclable items. Lastly, the third phase circles around the renovation of basketball courts and the coverage of that whole process on social media.
Media Strategy
Our media strategy for this period of time will be divided in four parts: pre-launch, launch day, renovation process and, lastly, success measurements. During our pre-launch period we will have the first teasers published on Giant Heart’s social media platforms. This will include Facebook and Twitter posts and Instagram posts and stories, which Giannis will repost, in order to reach a bigger audience and have a greater impact on the public. Moving forward, on the project’s launch day the official social media announcement will happen on the platforms mentioned and also microsite banners will be included in Giant Heart’s website. In addition, the representatives of Novibet, the Giant Heart campaign, or Giannis Antetokounmpo himself will give press interviews on local newspapers and digital media forms.
In order to get the public to act and call to action, a list will be formed including the dates and locations to which these voluntary actions will take place. We will get in touch with the municipal office to inform them about our actions and vision and get their permission before we move forward. We would also see if they can provide us with gift bags for the volunteers, which will include T-shirts and other merchandise with Giant Heart’s logo on it, as well as counters with water and snacks so that we won’t need to spend money on sponsors for these kinds of things.
Regarding the more practical discussions, volunteers will meet the team of Giant Heart and also some experts in the field of plastic processing in the places included in the list that has been shared on all the above social media platforms. There, the searching begins! Everyone will go ahead and try to collect the required items and materials by cleaning the beaches and the sea. The team of Giant Heart will navigate the whole action and provide water and other essentials to the volunteers. Throughout these actions a sufficient amount of tires, and other things, such as items made of plastic, metal and glass will be collected. Therefore, the collected items will be sent to Material Recovery Facilities in Greece in order to get sorted out and go through the required process.
After the team of Giant Heart has selected which basketball court will be renovated, the process will begin! During the renovation process our goal is to publish many media updates with behind the scenes footage and have posts and stories flow on the daily on all media platforms. Our last step from our four part campaign is to evaluate the analytics of this project on each media platform and compare the numbers after the campaign with the ones before that in order to see if this move was beneficial and had an impact on the public.
Possible challenges and solutions
Moreover, we analyzed some challenges that we may face during this project and proposed solutions in order to be somewhat prepared when and if they come up. Firstly, the response from the public to participate in voluntary actions is not guaranteed and could be significantly low. The solution to that would be to approach and reach out to volunteer groups and organizations like Beach Cleaning. Secondly, financial burden for the organization of voluntary actions and for the necessary equipment. A large amount of money will be spent on diving teams, clothing with the logo of the campaign, provisions for the volunteers etc.). A suggested way out of this problem would be to find sponsors to help with these expenses, or get in touch with the municipal office to see if they can support us financially. Finally, the third possible problem is the question of whether or not the necessary amount of waste will be collected. A way to get out of this problem would be to organize more voluntary actions until the needed/necessary amount is reached.
Pros of this project
We, as Innvendory, believe that this proposed campaign will be beneficial for Giant Heart, Novibet and Giannis Antetokounmpo himself for these reasons: firstly, sustainable basketball courts will be created and the coasts and seas of Greece will be cleaned. Furthermore, this project aligns perfectly with Sustainable Development Goals (SDGs), which will leave an impact on people’s minds and everyone’s desire to help the world be a better place. Last but definitely not least, more and more people will get to know Novibet, creating a strong connection between them and engaging with them.
Thank you for your attention!
Special thanks to Ms. Betty Tsakarestou
Team members: Zoe Karvela, Rodica Moroi
