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CASE STUDIES - EUROPEAN MOVEMENT
Their Communication Need
The EUROPEAN MOVEMENT is an international organisation open to all political, economic, social and cultural trends in civil society. Its objective is to "contribute
to the establishment of a united, federal Europe founded on the respect for basic human rights, peace principles, democratic principles of liberty and
solidarity and citizens' participation". Its 41 national councils and 21 associate member associations work towards bringing together representatives from
European associations, political parties, enterprises, trade unions and individual lobbyists.
While successful at many levels, the European Movement realised that it needed to help shift the debate at the grassroots as too many Europeans didn't seem to realise the tangible, practical benefits that Europe had brought to their daily lives.
The Business Communication Solution
The European Movement challenged Morris & Chapman to come up with a plan to engage the "average European" in the European project. M&C generated many
ideas and settled on a parody of the famous Monty Python sketch "What have the Romans ever Done for Us?" from the movie "Life of Brian". This would allow the
most important benefits to be clearly communicated in a humorous, engaging manner.
The idea was to create a 2 minute animated video and present it on a standalone website. The video would then be seeded to a number of people by email
and, assuming they liked it, they would pass it onto their contacts. This friendly viral effect would allow many to see it and increase their trust in the
message (as viewers had received it from their friends.) The site also featured a forum for people to express their views. It also contained a full page of
informative text on each of the points raised in the video.
The movie itself was created using web-friendly flash animation. The characters types and environment mimicked the original sketch as closely as possible
but allowed for updates to reflect a more modern European feel including gender and racial diversity.
The entire project, from idea to script to voices to animation to recording to hosting and viral promotion, was generated and managed by Morris & Chapman
in conjunction with European Movement.
Results
Tens of thousands of Europeans directly viewed the video. It also garnered media attention from across Europe. Of special benefit was that this project engaged
the "average European" who may not normally be involved in the discussion of the European project.
Work
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