SOCIAL TENSION

children died from drowning each summer day

30children die from drowning every summer

3,000

For this cause marketing plan, Biti’s aims to bring benefits to RURAL CHILDREN.

Biti’s core consumers: CHILDRENWHY CHILDREN?

OU

R TA

RGET

Developing market in rural areas is BITI’S VISION for the near future. This social marketing plan helps to build trust and win hearts of the target consumers here.

WHY RURAL?

OURSOLUTIONWhat if sandals can save lives in drowning incident?

SOLUTION#1

What if sandals can save lives in drowning incident?

AIR MAX SOLE

SOLUTION#1

What if Biti’s makes its sandals float when needed?

Adjustable straps

Expandable material with a hollow containing Chemical #1

A waterproof cavity connected with the straps and

containing Chemical #2

SOLUTION#2

HOWTO USE

This is how the magic happens...

A narrative of a struggling, drowning kid, juxtaposed with scenes of a serene floating sandal.

Using paid reach on Youtube and Facebook to raise awareness among 5 million Vietnamese people.

VIRALCLIP

30 children die everyday from drowning during summer in rural Vietnam

A solution by Biti’s and UNICEFTo be announced on

XX.XX.XXXX

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The press conference will start by showing an alternative and happy ending for the kid – introducing our new sandals.

During this press conference, Biti’s also announces its partnership with UNICEF to reduce drowning accidents among children in rural areas.

EVENTCLIP

A solution by Biti’s and UNICEFINFLATABLE SANDALS

This is not the end...

TAKING CARE OF VIETNAMESE FEET SINCE 1982

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5

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201710 areas

BITI’S ROLE:- Innovate, manufature & give free sandals- Recap our achievements on paid digital platforms- Invite Quyen Linh – a public figure who has been on many reality shows targeted at rural audience – to be our KOL

UNICEF’S ROLE:- Reach out to rural families with kids- Instruct kids on how to use our inflatable sandals- Recap our achievements on owned and supporting channels

ONGROUND

There are two target groups in this campaign: the general audience who are reached through media and the beneficiariesmedia who directly benefit from Biti’s new product.

Announcing Biti’s new sandals that becbecome life buoys in

case of drowning

Raising awareness of the drowning status quo in Vietnam’s rural areas

Partnering with UNICEF as drowning is also one of its

concerns for years

In addition to swimming lessons, UNICEF shows kids how to use

Biti’s floating sandals

Using PR to report the sandals’ effectiveness

Giving Biti’s new sandalsfor free

LAUNCHING CAMPAIGN

VIRAL CLIP PRESS CONFERENCE ON-GROUND

WHY IT MATTERS TO BITI’S ?

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SAVING CHILDREN LIVESby doing what Biti’s do best

GAINING NATIONWIDE APPRECIATIONby elevating the meaning of its slogan

REJUVENATING BRAND IMAGEwith innovations

THANK YOU