young marketers 3 - semifinal - xscape
DESCRIPTION
About Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai. Mission Young Marketers - Empower the next marketing generations Description Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam. Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.TRANSCRIPT
SCAPE
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
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
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
THE COURSE “LESSONS WITHOUT PAIN”
Psychology test to find suitable education orientation
General view of SHICHIDA method
Practice & Interaction at SHICHIDA class
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:
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
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
92 %Target parents spend time talking to their kids later
after punishing them
Research (n=100)
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
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 ?
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
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
CONFESSION FOR COMPREHESION
COMPAIGN BIG IDEA
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
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
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
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
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
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
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
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
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