Superhero Product – CRITIKA
Critika is a platform that helps you to:
- Create links between ideas
- Build arguments to strengthen ideas/ decisions
- Identify inconsistencies/ errors and find possible solutions in everyday/ business situations
Strength in brand
Critika can be used to create a critical analysis of problems/ ideas and create incredible intelligent decisions. There isn’t another platform that critically analyzes and solves issues as efficiently as Critika. It’s the perfect solution for people who are indecisive or find problem solving and thinking clearly an issue. Critika takes the pressure off its clients and allows a pathway for future opportunities.
The platform asks a series of questions about the issue (to filter the correct sector) and then a live bot gives possible solutions for the issue and directs client to the main platform home page where client can analyze issue further and is offered a number of practical solutions. For paying clients, live chats with real-life professionals from relevant sectors are available 24/7 to offer practical advice (mentoring schemes).
Demographic
The target audience for Critika is students and working people in all sectors ranging from detectives to accountants, teachers to lawyers etc.
This platform is mainly for clients from Gen X to Gen Z, those who are studying or are already in the working world and who need real solutions to complicated issues. The platform can also be used for leisure, and analyzing personal issues, however its primary use is for solving practical work-related issues.
POEM CAMPAIGN – Fake News Smasher
‘Be a hero. Smash the lies’
DEMOGRAPHIC – Millennials and Gen Z, superhero fans
TAGLINE – Be a hero. Smash the lies
Using gamification and witty advertisement, Fake News Smasher will go viral with this smashing campaign…
The concept is based on having the customer become the hero by using the app to obliterate fake news. Every time an article is filtered on the app, the customer will be rewarded with a higher ranking in the Smasher Ranking Board. Essentially the player that spots more fake news will be awarded with a higher ranking. The winner with the highest score by the end of the year wins not only the ‘Fake News Smasher of the Year’ title but will also meet Mark Ruffalo (Hulk, who will feature in advert).
Furthermore, the famous truth heroes featured the app will change every season to keep the app fresh, e.g. Hulk (with fist), Thor (with hammer) etc.
PAID
The Hulk Smash Advert – Advert of Hulk smashing phone screen (20 seconds)
Narrative
Character Bruce Banner (the scientist/ human version of hulk) swipes phone, and comments ‘fake, fake, fake…’ his hand becomes green, until he gets so angry, he turns into the hulk and smashes the phone to the ground. He is given another phone by cameraman with the Fake-News Smasher app on screen and he taps the submission button until his body goes back to normal and sighs.
The advert ends with slogan ‘Be a hero. Smash the lies’
This captivating advert will shock the viewer with its extreme narrative, visuals and casting. Having Mark Ruffalo as the Hulk will attract Millennials/ Gen z viewers and entice them into watching the further 15 seconds of the advert (without skipping).
This will be a PAID advertisement as the costing will cover casting Ruffalo as the Hulk, hiring graphic designers behind the visuals, and having the advert displayed across major social media platforms such as YouTube, Instagram, Facebook, TikTok, Twitter etc.
OWNED
Considering the campaign will be posted on Instagram/ Facebook, the extra ‘free’ advertisement, such as still images from the advert, will be posted without further costs across all social media platforms. The still frames from the video can involve the hulk holding a slightly smashed phone towards the camera with brand on screen, and with a medal around his neck to show his winner status. The description can include ‘Beat the hulk by eradicating FAKE NEWS in one click’ followed by a link to the app.
Top ten fake news heroes will be posted each week on social media, leading up to the final champion reveal by the end of the year alongside the ‘Top Ten’ fake news spotted.
The main idea is to eradicate fake news, so the focus will be primarily on the fake news found, and then the gamification side of the campaign will follow.
EARNED
This video will go viral by peoplere-posting the content and through word of mouth.
Superhero fans will definitely take interest, which will have a domino effect over fan page platforms across the internet.
The gamification side of the app (winning the Fake News Smasher title) will have a huge influence over Gen Z users especially as they look for primarily the experience side of products and showcasing their success online.
The interaction with the app will cause conversation, discussions and will influence people across the world in how we perceive and deal with fake news.
KatiesBlog 