Targetgroup & Media

Media	Consuming frequency	Used media for “Lights On”
Internet	Daily	Yes
Social Networking	Daily	Yes
Television	Daily	Yes
MMS	Monthly to Yearly	Yes, only to receive
Text message	Daily	Yes
Mobile internet	Weekly to daily (in case the application is available on their cell phone)	Yes
Telephone	Daily	No
Non digital media	Active consumption	Yes

AIDA:

Awareness, raising interrset, creating Desire, Make people act;

Non digital Media

- Laser advertisement will make people aware of the concept. Making people aware is all about confronting them with this information frequently. is also raises the interest, especially because little information could be communicated using laser advertisement. Just the name on the event and a webpage. This will make people thing about the concept: What will it be?

- Posters/flyers will create more awareness, raising the interest and makes people act to visit the website.

- Sandwich advertisement on the day itself will create a desire to go to the event among people. This will work because we will use it one the evening itself. Then people can convert their desire into action immediately.

- Pulsing light tubes will make people act directly to go to the event.

Internet will make people act to create a profile and create a desire to join the event.

The Photo wall will be visible on the event itself; photos make by photographers will be uploaded immediately to the photo wall and webpage. It will raise the interest for the concept, create desire to participate and finally make people participate.

The return text message will make people act to visit the webpage again.

For those who have mobile internet it will be possible to act directly by visiting the webpage. Looking up photos, find someone’s profile and write a message on his/her social network account.

Social network gives people the casual opportunity to stay in touch after the event.