The AdBlock Initiative

ADBLOCK CASE
A Big Ideal Initiative

AdBlock is the #1 most downloaded ex-
tension for Google Chrome and Safari.
It helps users get rid off noisy banner ads
online.

And while Internet remains a no-noisy-ads
territory, offline is literally littered with bad
quality ads.

Here we see an opportunity for
AdBlock to declare it’s Big Ideal
to the world. But first, let’s define
the Big Ideal of a brand.
BIG IDEAL

Big Ideal is the brand’s mission in this
world. Every brand needs it.
For example:
1. Scrabble wants people to discover
the magic of words.
2. Dove wants women to accept
themselves as beautiful.
3. Instagram wants people to tell their
stories to the world.
So we suggest that AdBlock’s Big
Ideal should sound like...
BIG IDEAL

ADBLOCK WANTS THE WORLD
TO BE LESS OBTRUSIVE

We know how to transform AdBlock’s Big
Ideal into the campaign for better world.
We believe that the time has come for
offline ad-rubbish to be AdBlocked.
Introducing...

AdBlock’s Initiative is the movement
we’d like to start to implement AdBlock’s
vision and mission.
We’d like people from around the world to
go out in the streets and clean them from
intrusive ads.
We’d like them to become offline
AdBlockers and to “block” ads, which
are glued in places they aren’t meant to
be. Like, street walls, entrances, phone
booths etc.

The whole campaign
consists of five elements.
- Video Case
- Website
- PR
- Facebook
- Instagram

1. VIDEO CASE
We shoot video case about the Initiative.
In video case we explain the whole concept
and the mechanics.
Wealsoputalinktoourwebsiteintheendof
thevideo, so people could go on website and
read more about the Initiative.

2. WEBSITE
On our website we:
- show the case one more time;
- give tips on how to remove glued ads
from street walls;
- tell the instructions on how to act in
case authorities notice your activity;
- place official letter-statement by Ad-
Block’s CEO, Gabriel Cubbage, where
he thanks every man and woman for
joining the Initiative;
- post photos of AdBlockers from around
the world, who Instagramed their good
deeds with #adblockinitiative.
The website will lead everybody to the
extension store or www.getadblock.com,
where everybody will have an opportu-
nity to download and install AdBlock
extension.
The www.adblockinitiative.org is free to
buy and costs $7.

Video case is sent to the top Ad, News and En-
tertainment websites. We can also post the case
on our Facebook page and promote it.
People start joining the Initiative, posting photos
on Facebook and Instagram and dragging their
friends attention to the project.
It will definitely get everybody’s attention. It al-
ways happens when any brand makes something
good for the world and people around it.
3. PR

We’ll use our Facebook page for promoting
the video case.
We’ll also post updates on the matter of Initia-
tive: the number of people that joined, maps of
AdBlocked places on the world map, comments
on the Initiative from different sources. And
many more.
Of course, the page will lead to the Initiative
website and it will lead people to the
www.getadblock.com.
4. FACEBOOK

We’ll use Instagram for finding AdBlockers all
around the world.
We suggest our AdBlockers to post their achieve-
ments on social networks using #adblockinitiative,
so many more people could see the result and take
actions against the bad quality ads.
We’re going to take their photos and post them on
the Initiative website.
People’s names will be put next to photos, so they
could be proud of themselves. And so other people
would know that those are real people.
5. INSTAGRAM

1. The AdBlock awareness grows
through news coverage.
2. People implement the AdBlock’s
Big Ideal and make the world a better
place.
3. The world becomes less obtrusive.
RESULTS

The AdBlock Initiative

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