WOLFPACK Let’s hunt the Malaria down together

Companies are not in the business of giving away money for free

#insight #challenge #shorttermvalue

In B2B marketing sector

AVERAGE F*CKING SUCKS! (So does having malaria)

…So what is our solution?

STRATEGY

CHALLENGE

INSIGHT

STRATEGIC THEME

COMMUNICATION ANGLES

How to get at least 20 major businesses and high net worth individuals interested in to be part of Malaria 2030

MISSION: To clarify how companies can benefit from joining the fight

against the malaria get business leaders to commit Malaria No More mission.

TARGET GROUP INSIGHT: Malaria affects most

companies indirectly or directly. Malaria is obstacle

for business growth (personal interest for leaders).

VISION: How to do good as a part of doing good in business

fight against Malaria empowers your business.

THE WOLFPACK MOVEMENT

Companies can influence their own growth by joining forces

against Malaria

Together we are stronger

Malaria No More values meets brand values

Aspirational

TARGET GROUP

Rational insight: Malaria claims more than 655 000 lives per year and threatens global prosperity.

Emotional insight: Malaria affect businesses through employees, customers and companies reputation (direct impact), but it also has economical effect (indirect impact).

Target group: Business leaders which companies have presence/stakeholder in Malaria area, because end of the day profit is the main interest.

MALARIA EFFECTS ON BUSINESS (SALES AND GROWTH) NEGATIVELY.

Malaria and male pattern baldness both affect millions worldwide. But

you can only die from one of them.

+ However, every year over a

£1m is spent on surgical procedures for hair loss=

million dollar business = You can’t sell Malaria. But you are

still losing money because of it.

Source: The international society of hair restoration surgery

To put things on perspective:

+ =

‘The only thing standing between you and your goal is the bullshit story you keep telling yourself

as to why you can't achieve it.’ -Jordan Belfort

…And that’s why we search for leaders that are ready to quit that

bullshit story and go that extra mile = wolfpack attitude

THE MALARIA 2030 GROUP:

THE WOLFPACK = 20 major business leaders that unite to do good

IDEA: Business interest meets wolfpack attitude. Wolfpack attitude is something that business leaders want to have, it is something you can be proud of. It is a combination of being a opinion leader, team player and staying ahead in your game. ENGAGEMENT: B2B marketing can be dull as hell. That why we start of with different kind of strategy and hunt down our wolfpack mind set leaders to be the core of our movement. In order to get business leaders to join, we need to appeal on their egos and make it all happen in front of public and their peers in an upbeat way.

EXECUTION: We will recruit well-known persons who pursuit wolfpack attitude in their everyday life ie. Leonardo DiCaprio, Bill Gates etc. They will be our face of the campaign and “head hunters”. As a head hunters they will help us to pursuit the company leaders to join Wolfpack movement.

We will make saying no impossible or would you say no for opportunity to meet let’s say, Bill Gates? We will utilize ambassadors' strong social media presence as our own media platform in order to create as much buzz as possible. We will also show companies how their business can grow by supporting fight against Malaria.

Insight: Our core target group is too busy to do anything extra outside their daily work and family routines. That’s why we need to integrate wolfpack campaign into their life. In their daily life they follow social media and other influencers.

PHASE 1: THE ZERO POUND MEDIA PLAN

Utilizing the alternative media channels (earned)

‘‘’Do you think u are the 1 of the top 20 major business influencer’s we want in our #wolfpack? Soon you will find out if you are drafted’’ –Bill Gates

Headhunters aka brand ambassadors activate:

IM P L E M E N T A T I O N

PHASE 2: INDIVIDUAL PACK OF LEADERS

UNITED WOLFPACK

Campaign message will spread in different channels reaching both companies and consumers. #outcome

Wolfpack is created and takes action to fight against Malaria (creating awareness)

Now let’s raise the stakes. Now when Wolfpack is fighting against Malaria let the whole world know it and let’s inspire and challenge our competitors to do the same.

‘’I just spent 5 hours creating strategy for Malaria No More UK Organization. What did you do today @RichardBranson?‘’ ‘’@KimKardashian did you know that the cost of saving a child dying in malaria is just $1. I saved 20 today.‘’

To get 20 major business leaders that work or have stakeholders in Malaria area to realize that by being part of Malaria No More is also good for their business (increases

their profit in future)

Recruit these leaders to be the game changers and part of the story ending Malaria by 2040

Awareness about Malaria increases among people

Overall knowledge of Malaria effects is increased

and more money is donated to cause

THE OUTCOME

£10 000 000 donated for the Malaria No More by the end of 2016

Get even more companies to join forces by letting our wolfpack leaders to remind their peers when was the last time they did good

To get the 20 major businesses to join the Malaria 2030 group #mission The companies that business is affected by Malaria area more likely to be interested in fighting against it because they could profit more by eliminating Malaria #insight Activate and recruit 20 major business leaders by making them wanting to be part of the group. And that we will do by concentrating on their egoes and ambition to be game changer #strategy #zeropoundmediaplan Exploit that urge to be game changer and show that it is possible to combine to do good and do well in business #conclusion THE WOLFPACK IS BORN #execution

The Wolfpack movement will start with the help of brand ambassadors who will be the face of head hunters to recruit the business leaders. In order to get even more companies and leaders to join forces we will let our wolfpack leaders to remind their peers through social media when was the last time they did good This will also add awareness of Malaria No More within public

£10 000 000 donated for the Malaria No More by the end of 2016 #outcome

THIS IS WHY OUR CAMPAIGN WILL WORK