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Case review - Objectives

CONSUMER need – Insight

Brand role

Approaching strategy - Campaign big idea

Deployment plan

Budget

Evaluation

Agenda2014

SHICHIDA

CORE VALUE

LOVE- PRAISE- RECOGNIZEFamily violence in Vietnam is getting more and more serious

Category

dig deep inside the consumers, find out a consumer insight

which is served best by Shichida.

>>> affect the negative social situation – family violence

Product: “Lessons without tears”

Functional benefit: help parents to

adjust their way of teaching kids

more suitable and non-violent.

Context

WHY? – A lot of Vietnamese parents think that using

violence against children is NORMAL and also disregard the

following critical effects.

Early educationA modern way to approach and

develop children

Unsolved problem

Parents who have children or

play a critical role in educating

children aged from 3-12.

Living in 6 major cities (HN,

HCM, HP, DN, CT, Hue). Income

BC+

Education level:12+

Business objectives

Target AudienceWith 3 months after campaignReach the revenue of 16 billion VND

After 3 months

50% target became aware of Shichida & product;

30% get trial

1st year: 7-10% register

Social objectivesAfter 3 months

Reduce 5% child violence from 73.8% to 68,8%

Take first steps to change the perception of

educating children.

Objective

Chuyểngiao

INITIAL SEGMENTATION

“I use violence reluctantly to make

them follow my direction because idon’t have another

choice. “

“I never consider violence as a way to teach my children. In

my opinion, understandability is the key to educate a

child.”

“I hit my children because of my

feeling”

Segment size: 64,7% Segment size: 11,7% Segment size: 2,9%

Age: 25- 40Balance gender:Income: BC+Education: 12+Live in 6 big cities

Age: 25- 35Balance gender:Income: BEducation: 12+Live in 6 big cities

Age: 30-45Male dominantIncome: C+Education: 12+Live in 6 big cities

“For so many reasons, I let my

children do whatever they

want”

Segment size:

6%

Age: 25-40Female dominantIncome: BC+Education: 12+Live in 6 big cities

THE

TRANSFERRINGTHE DREAMING THE VIOLENT THE EASY

“I want my children to become the one I

expected them to be. And I use

violence to ensure that.”

Segment size:

14.7%

Segment Demographics:Age: 30- 45Balance gender: Income: C+Education: 12+Live in 6 big cities

THE HEAD

Gia trưởng

Bạo lựcDễ dãi

Mơ

ướ

c

Violence level

Direction level

Conduct a quantitative and

qualitative research on 34 samples.

Segmentation

We pick THE TRANSFERRINGas

our CORE TARGET

15%

64%

12%

3%6%

Gia trưởng

Chuyển giao

Mơ ước

Bạo lực

Dễ dãi

This group have the biggest sizePossessing a reluctant attitude towards violence but

have not found the appropriate method.

So what is this group’s insight?

And what are their drivers and barriers?

CONSUMER INSIGHT

“Lesson without tears”help parents to adjust their wayof teaching kids more suitableand non-violent.

A modern way to approachand develop children

Doing good for their children is the

instinct of every parents. However,

teaching kids is a rational training &

learning process.

CONSUMER

TRUTH

PRODUCT

TRUTHCATEGORY

TRUTH

SHICHIDA - the Instructor

give parents an insightful solution

“Bai hoc khong nuoc mat”:A modern kids-teaching method which help them to be fully developed.

reason to believe+ Vietnam Ministry of Education and Training certification

+ The world trusted brand in children education

Brand role

Point out a truth that parents are loving

their kids instinctively, but to be

fully-developed, kids need a more

effectively rational method.

Approaching strategy

CAMPAIGN BIG IDEA

KEY MESSAGE

Xin đừng thương con

theo cảm tính

Don’t love me wrong

Nguồn: Nielsen Vietnam

80,8% đối tượng có sử dụng

mobile phone

67,3% sử dụng thiết bị di động

để lên mạng mỗi ngày

???? SỬ DỤNG OTT (VIBER)

50% đối tượng có sử dụng

internet

78% sử dụng intennet

mỗi ngày

Mobile

Internet

Đặt booth tại các trung tâm văn

hóa, cung văn hóa thiếu nhi

Consumer

engagement

aged 25 – 40, living in 6

major cities, open to

communication

Communication target

CHUYỂN GIAO

Touch point

PHASINGTrigger

-MAR-

Experience

-APR-

Amplify

-MAY-

OBJECTIVETrigger their need of finding

dạy con khoa học, để giúp

con phát triển

Let them experience dạy

con khoa học của khóa

học ko nước mắt của

shichida

Nhấn mạnh sự hiệu quả mà

phương pháp khoc học-

khóa học của shichida

mang lại

KEY MESSAGEĐừng dạy con theo bảo

năng, hãy dạy con khoa học

Let’s experience dạy con

khoa học with Shichida’s

product

Let’s celebrate our great

kids

KEY HOOKVIRAL

CLIPSAMPLING JOURNEY OFFLINE EVENT

MEDIA

CHANNEL

PR

Social

Talkshow

PR

Social

Digital

Social

Consumer engagement

Deployment plan

“CHO CON ĂN HÀNH”

Length: 1 min

Content: 2 different families feed their

kids with scallion.

The screen is divided into 2 different

aspects of treating a child when they

don’t obey their parents to eat scallion

which does good for their health.

One side exaggeratedly studies books,

call grand parents for help, asking

experts’ advice. The others just slap

their kids and force them to eat while

shouting: “It’s good for your health”.

Clip ends with the tagline: “Please

don’t love me wrong”

Viral clip

Offline event

Venue: City women center

Content Sharing about positive change after applying

the course.

Consulting by Shichida experts

Consumer engagement

Venue: Culture center, kids playground, etc.

Time: Fri – Sat – Sun

Content: “Lessons without tears” free trial:

Kids philosophy testing

Consulted by Shichida experts

Take-away clip for parents’ home usage: “How to

praise/ scold kids right”

Viral

clip

Pr Social Consumer

Engagement

Talkshow Digital Total

(mil)

Phase 1

Trigger

200 500 300 1000

Phase 2:

Experience

700 300 1500 200 300 3000

Phase 3:

Amplify

300 700 1000

Budget plan

PRE-LAUNCH

Concept test

Price test

Receive

responses

concerning the

product

(course)

LAUNCHING

Product recognition and

preference with viral

collection

Check the productivity of

booths

The level of response and

acceptance of Mobile

app

POST-LAUNCH

The revenue

The number of applicant

Course recognition

The positive alternation in

customer’s behavior after the

course

The preference level and

willingness to share the

Shichida message

Evaluation

created by PUVUteam

“Don’t love me wrong”