Value Proposition: The campaign must have a personalized message that makes the teenagers empathic to its content. We are going to achieve it using their longing to belong and to gain recognition, as well as the influence of their friends.
Campaign stages' duration
Campaing stages' components
1st stage: Curiosity
Curiosity --> Urban interventions (skating 1/4 pipes in different strategic locations)
Curiosity --> Stickers in metro floor and stairs (places where people usually trip)
Curiosity --> Merchandising items
Curiosity --> Social Networks Interaction
2nd stage: Expectation
Expectation --> Stickers' change in strategic metro locations
Expectation --> App and Web page's change to include second phase Claim.
3rd stage: Final Message
Final Message: Interactive stands near 1/4 skating pipes where the final video is transmitted.
Final Message --> Direct link to the final video of the campaign.
