IHRB x Hult Hult International Business School
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Hult International Business School
IHRB x Hult
Pave a way to a collective mindset through art
MAKE LIVE A LITTLE BIT BETTER.
DAY BY DAY.
TEAM 3
Problematic Unequal Wasted
perception treatment potential
PROBLEM STATEMENT
SOLUTION Viral marketing campaign based on NFT art
Ethereum blockchain = cryptocurrency
Unique, not replaceable
One-of-a-kind trading card
Stores extra information
"NON-FUNGIBLE TOKEN"
Beeple, 2020
- Collection sold for 69 mil $
What is NFT?
This is a gif.
Everyone can reshare it,
but there is only one owner!
"NON-FUNGIBLE TOKEN"
What is NFT?
Ethereum blockchain = cryptocurrency
Unique, not replaceable
One-of-a-kind trading card
Stores extra information
"NON-FUNGIBLE TOKEN"
Beeple, 2020
- Collection sold for 69 mil $
What is NFT?
Why NFT?
01 02 03 04
Market tripled in 2020
The number of
The total value of buyers increased by
Todays maket cap: User counts on NFT
transactions 66%
$25 bn trading websites
increased from
shot up to 500 000
$62,862,687 in 2019
Total trading volume: weekly user by
to $250,846,205 in The number of
$ 3 bn March 2021
2020 (299%) sellers increased by
24%
Increase: 69%
TARGET AUDIENCE
Perception-Changers Perception-Accepters
16-34 25-50
GenZ Boomers
Millennials Millennials from rural background
English-Speaking Semi English-Speaking
On Social media Partially On Social media
Instagram Instagram
TikTok Facebook
Reddit Reddit
Open to a change Not ready for a change but for acceptance
Future to come Closely associated with one/several
Perception-Changers
NFT = "Now for them"
Campaign
Several artists collaborate with migrants
4-minute videos
Drawing
Question-round
Collection of digital art
Themes
Journey
View of their world
Past, present and future perspectives
Hopes and dreams
ROAD MAP
01 02 03
Artist x migrant Advertising to Advertising to
worker collaboration buyers audience
Create a dialogue between artists Limited Availability Posts on artists' social media
and migrant workers with Thank you notes
Story of the extended art
4-minute video plus 2 questions Create buzz on social media by
Post Behind-the-Scenes Content of installing and then promoting
Submissions are sent to artists Creation and Announcement on Artist’s QR murals in London
Social
Artists create art pieces based on Hashtag for the QR scavenger
the info they have Creation of QR-Code Murals for a hunt
Scavenger Hunt of QR-Codes
Multi sensual inputWHO ARE OUR PEOPLE? 01 Artists Visibility, brand-power, story behind the art Valuable art pieces Examples: PAK, Mad Dog Jones, Eduardo Pena, ArtbyNafay, Beeple
MADDOGJONES BEEPLE MICAH_JOHNSON
Artists
PAK ARTBYNAFAY TREVORJONESARTWHO ARE OUR PEOPLE?
01 02 03
Artists Migrant workers NFT Buyers
Visibility, brand-power, UK based HNWI:
story behind the art Interests: Art, NFTs
A difficult migration clean image of dirt specks
Valuable art pieces process/story
Segmentation: HNWI, Hipster
Examples: PAK, Mad Dog Working or trying to find Open to Migrant-created Art
Jones, Eduardo Pena, work here
ArtbyNafay, Beeple maybe with a family Museum
Interest: expand the collection
Open for Digital
progressive museum/art
fundingTimeline
Collaboration Sales Revival
Content Curation Auction off art Hunt & Artbook prep
Content Creation + Advertisment
W3 / W2 W3 / W4 W3 / W4
JUNE - JULY21 JULY 21 AUG 21
W1 / W2 W4 - W3 W1 / W2
JUNE 21 JUNE - JULY 21 AUG 21
Contact Advertisment After Buzz
Migrants Social Media Creation &
Artists IG account Installation MuralsThank you Sneak peek
Appendix
Methodology
Research of the 6 most immigrated regions Realisation that with the current
Germany budget it is not feasible to implement a
UK system for immigration & education
UAE & Singapore
Russia
Italy
Findings
Many misconceptions No hero campaigns manageable
Unfair treatment Need for campaigns to finance
Slavery itself
Misused potential Money earned to be invested in
Minimal chances in new country for new systems
qualified people
Perceived as criminals, low in worthAppendix
715,000 people migrated into the UK (2020)
403,000 people emigrated (2020)
6.2 million people were living in the UK
who had the nationality of a different
country
https://commonslibrary.parliament.uk/research-briefings/sn06077/ https://migrationobservatory.ox.ac.uk/resources/briefings/migrants-in-the-uk-an-overview/Appendix
Unemployment of non EU migrants
rose to 7% whilst EU migrants
unemplyment rate rose to 5% in
2020
https://commonslibrary.parliament.uk/research-briefings/sn06077/ https://migrationobservatory.ox.ac.uk/resources/briefings/migrants-in-the-uk-labour-market-an-overview/Appendix
Average sales overall
price is 1,549 $ ( very
volatile)
NFT's have perceived
value dependent on the
artist and purpose
Cannot be calculated
Beeples collection of NFTs were sold for 69 mil $
Up and coming artist charge between 5,000-50,000$
https://www.businessinsider.com/is-nft-market-bubble-crypto-art-sales-popular-prices-plunge-2021-4?r=US&IR=TAppendix
26% of all UK citizens use QR codes
1 in 3 15-24 year olds scan QR codes
By 2022, 5.3 billion QR code coupons to be
redeemed (Juniper Research)
By 2022, 1 billion smartphones will access QR
codes (Juniper Research)
46.75% of UK & US citizen will increase their QR
code consumption according to a survey by
Gartner
https://www.statista.com/statistics/199328/qr-code-scanners-by-age/
https://www.marketreach.co.uk/blog/QR-codes-are-far-from-deadAppendix Benefits of QR codes Awareness / brand management Unique value exchanges Inform and educate audiences Boost sales, donations and registrations Drive events Social shareability Sustainable & increase green credentials Collect GDPR compliant first-party data https://www.marketreach.co.uk/blog/QR-codes-are-far-from-dead https://www.marketreach.co.uk/blog/QR-codes-are-far-from-dead
Appendix 01
Managerial
IHRB Instagram account /
Negotiation artist share of 15-20%
Budget
profits after sales
Opensea or similar account £ 65
02
Summary for London
Advertising
-> Staying within budget
Online
Instagram Ads £ 300
Instagram page management £ 500
Print
Mural promotion £ 1000
Rent graffiti walls / Stencil Ads £ 1000
"Now for them" - Art book £ 1500
£ 4365
excl. artist shareMayW1-Contact JunW3-NFT Sales
Artists and Migrants NFTs are auctioned off
MayW3-Collaborate
JulW1-Murals
Perform artists x mirgants
Design Murals
collaboration
MayW3-Social Media
Promos JulW3-Installation
Artists post Content on Install Murals in London
Progress
AugW1-Announce
MayW4-IG Page
Hunt
Start promoting created
Start a Scavenger Hunt in
NFT on artists' social media
London
AugW1-HuntPromo
Post Locations and
Information on the Hunt on
Time frame
the IG PageYou can also read
