Ubuntu
Cross-media campaign
Cross-media campaign
Credits: Valerie Alexander and Caitlin Dixon
Ubuntu is the world’s leader in open source software. Their platform allows end users have limitless opportunities to customize their user experience. We wanted to capitalize on this concept in our campaign and drive this home with our own mission statement: Ubuntu is what you need it to be- it let’s you be you. We truncated: It’s You.
Ubuntu’s strong mission statement was the cornerstone of our campaign; that is to say, the embracing of a free software platform that utilizes its diversity as a strength to reinforce and refine a product that is adeptly customizable to the end user.
Our campaign components grew out of the objectives laid out for us, namely:
Increased general awareness
Targets 20-40 year old early adopters
Does not require massive media buys to be successful
Aligns with Ubuntu values, is adroit and accessible
And, finally, is measurable.
We designed a campaign that raises general awareness through two initial phases and followed through with a continued presence component. Comprehensively, our campaign consists of six tangents.
Ubuntu is the world’s leader in open source software. Their platform allows end users have limitless opportunities to customize their user experience. We wanted to capitalize on this concept in our campaign and drive this home with our own mission statement: Ubuntu is what you need it to be- it let’s you be you. We truncated: It’s You.
Ubuntu’s strong mission statement was the cornerstone of our campaign; that is to say, the embracing of a free software platform that utilizes its diversity as a strength to reinforce and refine a product that is adeptly customizable to the end user.
Our campaign components grew out of the objectives laid out for us, namely:
Increased general awareness
Targets 20-40 year old early adopters
Does not require massive media buys to be successful
Aligns with Ubuntu values, is adroit and accessible
And, finally, is measurable.
We designed a campaign that raises general awareness through two initial phases and followed through with a continued presence component. Comprehensively, our campaign consists of six tangents.
Phase I
Designed to incite curiosity about Ubuntu, we introduce Ubuntu to a highly targeted audience as well as groups of influential personalities in order to initiate dialogue.
Component 1:
Introduces Ubuntu to the public through the presence of vending machines loaded with Ubuntu USB drives and signage strategically placed on university campuses. A student ID is used to attain the drive and the vending machine collects vital information off of the ID. This information includes their email address, which Ubuntu uses to drive statistical information and follow up with the prospective client.
Designed to incite curiosity about Ubuntu, we introduce Ubuntu to a highly targeted audience as well as groups of influential personalities in order to initiate dialogue.
Component 1:
Introduces Ubuntu to the public through the presence of vending machines loaded with Ubuntu USB drives and signage strategically placed on university campuses. A student ID is used to attain the drive and the vending machine collects vital information off of the ID. This information includes their email address, which Ubuntu uses to drive statistical information and follow up with the prospective client.
Phase I
Component 2:
We target influential industry bloggers by mailing out tablets preloaded with Ubuntu software specifically targeted towards their industry. Included in this package is a welcome letter, a Google Android M9007 tablet loaded with Ubuntu OS, and targeted apps. The letter encourages bloggers to spend one day using the Ubuntu software and blog about it.
Component 2:
We target influential industry bloggers by mailing out tablets preloaded with Ubuntu software specifically targeted towards their industry. Included in this package is a welcome letter, a Google Android M9007 tablet loaded with Ubuntu OS, and targeted apps. The letter encourages bloggers to spend one day using the Ubuntu software and blog about it.
Phase II
Focus on engagement. This phase features a 3 pronged approach: a social, a sharing, and an outdoor awareness approach, all of which will create buzz and motivate product participation.
Component 1:
At this stage, the Youbuntu microsite is launched. The site is both a communal social network of everything from regular users, professionals and ingenues, and a site that aggregates all forums and things Ubuntu. The site allows end users to connect both on a virtual and literal level. Users are able to search archival information, as well as tap experts live worldwide for advice. Additionally, the site allows members to connect to developers directly for other projects.
Focus on engagement. This phase features a 3 pronged approach: a social, a sharing, and an outdoor awareness approach, all of which will create buzz and motivate product participation.
Component 1:
At this stage, the Youbuntu microsite is launched. The site is both a communal social network of everything from regular users, professionals and ingenues, and a site that aggregates all forums and things Ubuntu. The site allows end users to connect both on a virtual and literal level. Users are able to search archival information, as well as tap experts live worldwide for advice. Additionally, the site allows members to connect to developers directly for other projects.
Phase II
Component 2:
Share U is a direct mail system that works off of the microsite. Through Share U, users are able to spread the word. The fact that the package is sent from an end user that is a friend encourages recipients to open and explore the contents. The package will house a USB drive, a bite-sized welcome letter and some instructions on how to use the software.
Component 2:
Share U is a direct mail system that works off of the microsite. Through Share U, users are able to spread the word. The fact that the package is sent from an end user that is a friend encourages recipients to open and explore the contents. The package will house a USB drive, a bite-sized welcome letter and some instructions on how to use the software.
Phase II
Component 3:
A digital billboard that draws responses to the question: What is your Ubuntu? from off the microsite. This outdoor component encourages users to submit messages, become a part of the movement, and is a nod to Ubuntu's open source platform.
Component 3:
A digital billboard that draws responses to the question: What is your Ubuntu? from off the microsite. This outdoor component encourages users to submit messages, become a part of the movement, and is a nod to Ubuntu's open source platform.
Phase III
Continued Presence
This phase targets industry heavyweights at conferences, such as TED, with Ubuntu sponsored talks and booths where attendees can contrast and compare Ubuntu with other software products, which keeps the dialogue rolling.
Continued Presence
This phase targets industry heavyweights at conferences, such as TED, with Ubuntu sponsored talks and booths where attendees can contrast and compare Ubuntu with other software products, which keeps the dialogue rolling.
