xscape young marketers round 1 final

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Xscape Young Marketers Round 1 Final

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Page 1: Xscape Young Marketers Round 1 Final

SCAPE

Page 2: Xscape Young Marketers Round 1 Final
Page 3: Xscape Young Marketers Round 1 Final

SOCIAL CONTEXT

UNICEF found that 73.9 % of Vietnamese children have experienced violent disciplining from parents or household members

The majority of Vietnamese parents are deeply affected by the old-fashioned conception:

“SPARE the rod, SPOIL the child”

and find it NORMAL to use VIOLENCE

Page 4: Xscape Young Marketers Round 1 Final

Montessori

Glenn Doman

Froebel

Children learn best when they possess background knowledge about a subject

Play meets the biological need to discover how things work

Senses Stimulation is the key to unlocking a child's potential

CompetitorsBRAND ORIENTATION LIMITATION

Focus MORE on developing children skills

LESS on their SOULAnd understanding between children & parents

Page 5: Xscape Young Marketers Round 1 Final

SHICHIDABelieves children need EMOTION NURTURING for overall development

DEVELOP overall potential future generations with LOVE. PRAISE. ACCEPT method

Bring about the most SUITABLE education method for children and contribute to Vietnam development

Children DESERVE a suitable development method based on their own emotions not VIOLENCE

VISION

Page 6: Xscape Young Marketers Round 1 Final

THE COURSE “LESSONS WITHOUT PAIN”

Psychology test to find suitable education orientation

General view of SHICHIDA method

Practice & Interaction at SHICHIDA class

Page 7: Xscape Young Marketers Round 1 Final

SOCIAL OBJECTIVESIn 3 months, reduce 5% of children treated with VIOLENCEStart changing the conception of child education orientation

BUSINESS OBJECTIVES16 billion in the first 3 months

50% of target customers are aware of the Brand & Course

30% enquire about the course

7-10% enroll in the course in one year

After the campaign:

Page 8: Xscape Young Marketers Round 1 Final

CONSERVATIVE

LOVE

VIOLENCE

0 100

100

0

CONSERVATIVE

NEGLECFUL

PATHFINDER

TOLERANT

Based on Vinaresearch and FTA

“I don’t need any

other method, I

believe spanking work

well with my children”

Segment size:

15.9%

Demographics

- Age: 22 - 35

- Male & Female

- Income: BC+- Live in 6 big cities

- Have modern thought, never use violence. Pro-actively looking for better methods

Demographics

- Age: 22 - 35

- Male & Female

- Income: BC+- Live in 6 big cities

- Don’t care about their child & ready to blame others for the child’s misbehaviors

Demographics

- Age: 22 - 35

- Male & Female

- Income: BC+- Live in 6 big cities- Profoundly affected by old-fashioned opinion, strongly believe in using violence & don’t want to change

Demographics

- Age: 22 - 35

- Male & Female

- Income: BC+- Live in 6 big cities

- In the middle of tradition & modern Resort to violence because they can’t find any better solution

Segment size:

10.2%

Segment size:

63.2%

Segment size:

10.7%

“I find spanking is not

the best solution but I

don’t know any other

way”

“If my child

misbehaves, the fault is

of their school &

teachers not me”

“I strongly oppose

Spanking and always

find modern methods

for my child”

PATHFINDER NEGLECFUL TOLERANT

Page 9: Xscape Young Marketers Round 1 Final

VIOLENCE

0 100

100

0

CONSERVATIVE10,7%

NEGLECFUL10,2 %

PATHFINDER63,2%

TOLERANT15,9%

PATHFINDER- Age: 25-40- Male & Female- Income: BC+- Live in 6 big cities- Market size: 700,000- In the middle of tradition & modern, Resort to violence because they can’t find any better solution

LOVE

Have the biggest size

Need a better method without violence

Page 10: Xscape Young Marketers Round 1 Final

92 %Target parents spend time talking to their kids later

after punishing them

Research (n=100)

Page 11: Xscape Young Marketers Round 1 Final

PARENT JOURNEY

Parent see kids repeat the SAME mistake

Parent don’t understand why they repeat it => feeling LOST

Generate negative thoughts about the kids

Jump to conclusion in an uncalm manner

Ensure that kids understand lessons

Spank

Page 12: Xscape Young Marketers Round 1 Final

Parents spend time talking to their kids later after punishing them

DIG DEEPER

Why ?To ensure that they really understand my lessons

Why ?I’m afraid they only remember the consequence: Making mistakes = Getting

spanked but don’t know the real consequence Why is that important ?

By understanding the real consequence, they will be more RESPONSIBLE for what they do

I want my kids to be RESPONSIBLE so that they’ll become good persons in the future

Why is that important ?

Page 13: Xscape Young Marketers Round 1 Final

I always want my kids to be RESPONSIBLE so that they’ll become good persons in the future

But, I don’t understand why no matter how much I teach them, they seem not to understand and still repeat the mistakes over again which makes me resort to violence

I wish for a education method that helps me truly understand my kids to help them learn responsibility

INSIGHT

Page 14: Xscape Young Marketers Round 1 Final

BRAND ROLE

EMPOWER PARENTS TO TRULY UNDERSTAND KIDS so that they can teach their kids to be responsible

SHICHIDA

Help parents truly understand kids to teach them without violence

Help parents feel secure when kids truly understand their lessons

Page 15: Xscape Young Marketers Round 1 Final

CONFESSION FOR COMPREHESION

COMPAIGN BIG IDEA

Page 16: Xscape Young Marketers Round 1 Final

STRATEGIC APPROACH

AWARENESS LEAD TO CHANGE

AMPLIFY THE CHANGE

SHICHIDA helps parents aware of the importance of understanding kids in parenting

Understanding kids will help parents fully deliver the lessons

SHICHIDA empowers parents to understand kids with the confession tool and experience the course

Amplify the optimistic impacts of teaching kids by truly understanding them

Page 17: Xscape Young Marketers Round 1 Final

DEPLOYMENT PLAN

Trigger the importance of understanding kids

Without understanding, you can’t fully deliver the lessons

Gives moms the chance to experience truly

understanding their kids

Together with SHICHIDA, understand your kids to make

them truly get the lessons

Spread out the value of understanding kids in

parenting

Amplify the great value of understanding kids

- Influencers- Advertorial/ Editorial- Forum seeding

- Comprehension Commitment- Social media- Banner & Print-ad

- Event- Advertorial/ Editorial- Social

Viral Confession Clip Confession Booth Tour Confession Collection

Page 18: Xscape Young Marketers Round 1 Final

VIRAL confession CLIP

Chỉ với sự thấu hiểu, cha mẹ mới dạy con hiểu được trọn vẹn bài học của mình

1 Viral Clip about the confession of parents & kids to POINT OUT the differences of understanding & action from both sides. Clip describes parallelly 2 sides of thought & actions, to emphasize the important of understanding in delivering the expected results

Ending with a message

INFLUENCERS

Page 19: Xscape Young Marketers Round 1 Final

The Confession Booth Tour with special activities of SHICHIDA will go through 6 big cities: Hải Phòng, Hà Nội, Hồ Chí Minh, Cần Thơ, Đà Nẵng, Huế

Confession BOOTH TOUR

Page 20: Xscape Young Marketers Round 1 Final

ATTENDANT Journey

Do the psycho test to know how parents understand kids

DO TEST JOIN SPECIAL ACTIVITIESParents & kids join special educational & entertainment activities designed by SHICHIDA to experience the understanding of kids

Parents & kids go into the booth to make their confessions after experiencing activities together

SIGN COMMITMENT

CONFESSION BOOTH

Together sign a comprehension commitment between parents & kids based on the confessions & SHICHIDA orientations

INTRODUCE THE COURSELessons without Pain

Page 21: Xscape Young Marketers Round 1 Final

confession boothParents & kids will go into the booth and make their confessions under SHICHIDA instruction and the booth will announce the score of understanding

All of the information will be used to create Comprehension Commitments

Besides we’ll record them and upload to social channels to increase awareness

Page 22: Xscape Young Marketers Round 1 Final

Hold an event to celebrate the result of the Tour and make all the confessions into a Confession Collection Book in both paper & digital edition – a useful tool for every parent

Create a digital tool on fan page for other parents to view & sign digital Comprehension Commitments

Build a SHICHIDA PARENTS CONFESSION community on Facebook – where they can share and receive advice from others members & SHICHIDA experts

Page 23: Xscape Young Marketers Round 1 Final

BUDGET

PHASE 1 ( 500 mil PHASE 2 ( 4 bil PHASE 3 ( 500 mil

KPI

Viral Clip : 100 milPR, Social media: 400 mil

Event: 3 bilBooth: 500 milSocial media, PR: 300 milPrint-ad, banner: 200 mil

Event: 200 milPR, Social media: 200 mil Confession Books: 100 mil

Earned media, PR article: 100FB: 30.000 like and 50% TAT

1800 clips on YouTube Tour Event: 5000 attendant/eventFB: 50.000 like and 30% TATEarn media, PR article: 10020000 signed commitments

20000 signed digital commitmentsWebsite traffic 100.000 viewsFB: 10.000 likes and 30% TAT

Page 24: Xscape Young Marketers Round 1 Final

MEASUREMENT TRACKINGKPI

Sales First 3 months: 16 billions Sales Report

Brand awareness 50% Brand health analysisMarket researchNo. of articleNo. of attendantMessage frequency on media channels

Reduce 5% of children treated with violence

30% enquire about the course

7-10% enroll in the course in one year No. of enquirer & enroller

Report from UNICEF & other NGOs

Page 25: Xscape Young Marketers Round 1 Final