1. “All of time and space; everywhere
and anywhere; every star that ever
was. Where do you want to start?”
The Doctor
Wednesday, February 5, 14

2. We started with the question:
what news or any
information should be like?
Wednesday, February 5, 14

3. We searched myriad of words
and all of them have a
substitution, except one:
Wednesday, February 5, 14

4. Truth
Wednesday, February 5, 14

5. We asked ourselves:
what the truth is?
Wednesday, February 5, 14

6. Truth = Facts +
Context
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7. For example:
without a 50-year context
It would be an ordinary sonic
screwdriver :)
Wednesday, February 5, 14

8. •BBC knows like nobody else the meaning
of context and story
•This is where BBC “Live The Story”
stands
•That is the Idea we propose to reveal
Wednesday, February 5, 14

9. The idea description
The Idea is about showing people the importance of
the context in news and information in general.
The main thesis - the facts are not enough.
The advertising campaign will be built on
demonstrating an audience a simple everybody-known
information but without some important context.
Wednesday, February 5, 14

10. Media
We are sure that the advertising campaign should be
implemented on multi-platform basis.
However, taking into consideration the challenge to
reach mostly young audience we would concentrate
on digital, and social media, in particular.
Wednesday, February 5, 14

11. Media ecosystem
Digital
SMM
Prints
Video
Wednesday, February 5, 14
Outdoor

12. VKontakte in Russia
*Over 230 000 000 registered users (Russia, CIS, and others)
Daily active users - 54 000 000
Over 2 500 000 000 pages opened every day
Approximately 66% of users live in Russia
The average age of the audience is 18-24 y.o.
*Opened data from vk.com page
Wednesday, February 5, 14

13. SM phenomenon
PROS
youngsters starve for new information
high coverage (reach)
gamification potential
high engagement
viral potential
new media
CONS
lack of content**
low quality of content***
no verified data
**due to the recent changes in the law concerning copyright the major part of video and audio content were removed from the social network
***the network is full of discredited stories, warped facts, etc.
Wednesday, February 5, 14

14. Opportunities for BBC
DRIVERS
youngsters starve for new information
high coverage (reach)
gamification potential
high engagement
viral potential
new media
lack of content
low quality of content
no verified data
We can see that both pros and cons of VKontakte bring vast opportunities for
BBC service, as long as BBC provides a high quality verified content with an
enormous viral potential for young advanced audience, who is starving for new,
interesting and, most of all TRUE CONTENT OF ANY TYPE.
Wednesday, February 5, 14

15. Opportunities for BBC
As we have mentioned before, VKontakte is full of discredited content. This
comes from tons popular communities on VKontakte with millions of
subscribers.
Like parasites these communities spread questionable information which stick
in people’s minds****.
SO we offer to launch a BBC-community on VKontakte to present an
area, where users will learn the verified information which they will not
find out from any other source in the social network.
Moreover, the community can serve as a hub for any kind of BBC
content - e.g. educational programs, videos, audio files, podcasts,
applications, etc.
****http://naked-science.ru/article/top/10-mifov-iz-sotsialnykh-setei (the article is Russian, but accumulates all the 2013-year myths which
by far were popular and viral in the social network.
Wednesday, February 5, 14

16. Ideas for video
Idea is to create videos with viral potential which would show
in exaggerated way why context is so important:
• Idea #1: Use famous speeches and cut them in the way
to dramatically change the meaning, for example to make
Charlie Chaplin from The Great Dictator say that he wants to
rule the world. (This one is a good example -
http://www.youtube.com/watch?v=A6PEboTpcfI).
• Idea #2: Create videos demonstrating how foolish and
awkward could be any common or serious information
(situation) without a proper context/story.
Wednesday, February 5, 14

17. I'm sorry, but I don't want to be an
emperor. That's not my business. I
don't want to rule or conquer anyone. I
should like to help everyone if
possible; Jew, Gentile, black man,
white.
Wednesday, February 5, 14

18. Ideas for digital and
outdoor prints
The weak can never forgive.
28 june 1914
Forgiveness is the attribute of
the strong.
Mahatma Gandhi
Kind eagle helps
cameraman not to fall
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Without context is just an
ordinary day
TRUTH = Facts +
Context

19. Etymology says that the latin word
“contextus” means weaving. We
say:context is a tissue of the story.
Wednesday, February 5, 14

20. GERONIMO!
Lipatov Petr
Korotkaya Natalia
Russia, Moscow 2013
Wednesday, February 5, 14