Vox VIP: Pitch and Client’s Campaign
What is Vox VIP?
It’s a mobile app, available to download on all devices worldwide. It’s an extension to Vox and it includes all content from the Vox website and Youtube channel, but it heads to a different direction. Its core are the exclusive to the app Vox series, “Business Insight” and “Innovation”. The series keep their journalistic character, but they simultaneously suggest a new way of promoting and advertising.
Why is it so special?
This hybrid media/advertising platform is not the only thing that makes VIP so unique. Its motto is “giving Vox to the people”. That goes not only for its “Business Insight” and “Innovation” clients, but to the app’s users as well. VIP gives them the chance to comment and give their opinion not only on the finished product, but on the process of the publication. They can choose clients by voting them up and giving suggestions on the approach of a campaign. The app encourages them to be active on the platform, by using certain gamification techniques, such as a point and level reward system, qr codes quests, mini-games etc.
Values
Vox VIP code of values prioritizes ethical and interesting content over quantity, even if that means taking risks of any form. It also includes respect for its users, clients and staff, inclusiveness and diversity.
The economic model
Even though Vox VIP is a “freemium” app, it raises money by built-in advertisements, by having the users pay to unlock certain privileges and by approaching sponsors and special-project partners.
The app’s clientele is divided into 3 categories: consumers, already established companies/businessmen and up-and-comers.
Clients’ campaigns
Vox VIP’s exclusive series are aimed specifically towards the last two client tiers; already established companies and up-and-comers. To give a better image of what type of content would be suited for this purpose we showed our class two videos.
The first one is an already published Vox video, that would fit into the “Business Insight” series. In this, Shigeru Miyamoto, inventor of Mario Bros and Super Mario Bros. gives insights on the creation of the iconic video game character and promotes Nitendo’s newest Mario product: Mario Bros. mobile app.
The second one is a mock campaign our team made for “Innovation”. For this campaign we chose Dan Choi, a small supplier of fair trade Remy hair(virgin human hair) in Vietnam.
*(The video blacks out from 00:46 to 00:51, since we had to remove a clip due to copyright reasons)
You can find more examples of what Vox VIP’s content would look like on our mock Instagram page.
Sources used for Vox VIP’s mock campaign:
Refinery29’s article and video, “The Truth About Where Hair Extensions Come From”.
Insider’s video, “How Fair-Trade Hair Extension Can Help Women In Vietnam”.
PowerPoint presented in “Introduction to Advertising and Public Relations” lab taught by Betty Tsakarestou:
Thw rest of “Milokleftis” team members: adrianakil, Konstantina Kallergi
