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CONTEXT
BRAND
WHO
WHAT
HOW
RECAP
AGENDA
73,9% PURNISHED BY VIOLENCE
(UNICEF)
VIETNAMESE CHILDREN…
“BÌNH THƯỜNG” IS PERCEPTION OF ALMOST PARENTS
Unique education method
SOUL EDUCATION
Early childhood education
Motivate and develop potentials of
children from early days
CATEGORY & BRAND OBJECTIVE
Reach 320.000 million
– 3 months
50% Awareness of
Target
30% Engagement
10% Enrollment
Decrease 5% using
violence
Initial step to change perception
40 years from a
country with famous
educational methods
“LOVE, PRAISE, RECOGNITION”
“LESSONS WITHOUT TEARS” NEW
PRODUCT
Functional Benefits:
Offer a parenting method based on
children emotion which enable
parents to educate children well
without using violence
Emotional Benefits:
- More confidence in raising
children
- A brilliant future of kid
- Happy childhood
- Love of children and parent
Unique point: Understanding
children Emotion
Product truth:
A positive and
effective
parenting
method starts
from
understanding
children
First course for parents from middle class
=> potential market
Content: 1. Quiz test
2. Shichida
method
3. Practice
Violent Patriarchal Transforming Ideal Easy
React - Use violence immediately, no explanation
- Use violence with words to educate
-Take violence as the last choice
- Use other ways, no violence
- Pay little attention to the faults.
Think - Just release anger, stress, alcohol issues
- “Spare the rod. Spoiled the child
- Don’t want to hurt kids, but have to
Want to educate children with full of love
- Blame that child is small and he will be better in future
Attitu-
de
- Neglect of educating children
- Believe that Traditional method is good => Hard to change
- Regret when using violence
- don’t want to
stick with the old method
=> If encouraged, will find new method
- Enjoy
parenting children, => Open to new methods
- Child is small and he will be
better in future => Don’t pay much attention on parenting methods
Size 1/32 9/32 15/32 5/32 2/32
SEGMENTATION
• Parents (children: 3-12 y.o)
• 22 – 35
• BC+
• Live in 6 big cities Base on reaction
TARGET
CONSUMER
• Love their kids,
• Traditional and modern
• Important role in raising children
• Emotional
• Easy to be influenced by
peers
School , Newspaper, TV, Internet
(google, forum, online news)
TRANSFORMING
97% feel regret when using violence to teach kids
Don’t want to repeat again or at least want to
minimize cases
“REGRET = INSPIRES ACTION” - Susan Weinschenk, Ph.D. in Brain Wise
How they react ?
Kid misbehaves
Explain Kid still not
co-orperate
Hit Regret
I hit my child
Consumer truth:
Parents always want to do
the best for child. They don’t
like to apply violence in
educating children. But as
the last choice, they still
accept violence to ensure
that their children to be
good in future
I’ve already apply other ways but they didn’t
work
Why?
Why?
They aren’t strong enough to ensure my child
to obey
Why is that important?
I want my child to remember what I teach so
he can be good
How they react ?
Kid misbehave
Explain
Kid still not
Co-orperate
Hit Regret
Inconvenient truth:
People tend to be regretful for hurting others even
though the root of action is all for their benefits
Consumer truth:
Parents always want to do the best for child. They don’t like to apply
violence in educating children. But as the last choice, they still
accept violence to ensure that their children to be good in future.
Product truth:
A positive and effective parenting method starts from understanding
children
I feel guilty after hitting my
kid as I force him to
be good by hurt and fear
I do understand that
violence is not a good
way but it’s hard to be
eliminated if I don’t
approach a positive way
and make it a nature in
long term
INSIGHT
School
Stir the ultimate guilty feeling of mom after
hitting children which will encourage
themselves to find other parenting methods.
Then Shichida provide and guide them to Shichida method
BRAND ROLE
APPROACH STRATEGY
CONNECTOR parent to a effective parenting
method and guide them to make it a nature
BIG IDEA
Message:
Understanding is the marvelous nature which empower mom to happily nourish children into good person
(MOM’S MARVELOUS NATURE)
“Mẹ đã sai chăng?” I am wrong, aren’t i?
Thấu hiểu con là quyền năng của mẹ (Understanding kid is
Mom’s marvelour nature)
Vô cùng thấu hiểu, vô cùng yêu thương(Extremely Love, Deeply understand)
Objective
- Stir the ultimate guilty feeling
- Prove that they has replaced understanding by
violence
- Give parents a new positive parenting method
- Attract trials & enrollments
- Spread the Shichida method in community as a
phenomenon - Push sales
Message
Am I replacing my
„understanding efforts‟ by violence, which make me so guilty now?
Parent„s power in educating children is understanding,
which was forgotten through time. “Bai hoc khong nuoc mat” will wake it up and empower parents more by Shichida method
Parenting without violence needs a long-term
commitment to make it happened and be the phenomenon of Vietnamese Mother
Key-hook
- Viral clip “I’m guilty” - The Bus & Mystery box
“Quyền năng của mẹ” - Print ad“Cam ket Yeu
thuong” - Series “Me viet day con
bang thau hieu”
Tactics
- Social seeding - PR - Influencer
- Brand activation - PR - News on TV và Radio
- Testimonials - PR
Channels
- Newspapers - Online chanels
- Newspapers - Online chanels - Local channels - Schools & Parks
- Newspapers - Online chanels - Local channels
Phase 1:
1/3 – 20/3
Phase 2:
21/3 – 10/5
Phase 3:
10/5 – 30/5 DEPLOY-
MENT
• Desired response: sympathy & sharing
• Driver: don’t want to hurt kids, want to raise up child in happiness
• Barrier: old method to ensure their child remember deeply lessons
Objectives:
- Stir the ultimate guilty feeling
- Prove that mom has replaced
understanding by violence
Message:
Am I replacing my understanding
efforts by violence, which make
me so guilty now?
PR angles:
- Hurt and fear of children
- Mom feels guilty after hitting their kids
- Does mom replace her trying of understanding kid by violence?
- Desire to find back the ability
Channels:
- Webtretho, mevabe, Eva, aFamily
- TTGD, Phu Nu, Tuoi Tre: sharing box
PHASE 1 Mẹ đã sai chăng? (I am wrong, aren’t I )
Viral clip:
“I‟m guilty-
Me that co
loi”
Forum
topics: “Su
thau hieu
nhat phai”
Mẹ Bống-Thành viên kì cựu: Các mẹ đã có ai xem clip “Mẹ thật có lỗi” chưa? Một câu chuyện rất cảm động
về nỗi lòng người mẹ đấy mọi người.
“Mẹ đã luôn muốn hiểu con từ lúc còn thai nghén: cố gắng hiểu từng tiếng đạp
chân của con trong bụng, hiểu tiếng bập bẹ đầu tiên của con, nụ cười đầu tiên,
tiếng khóc đầu tiên…
Khi con lớn, mẹ nhận ra mình yêu thương con nhưng với quá nhiều lo âu và
đấu tranh với những kỳ vọng. Mẹ dần không còn cố hiểu tiếng con mà thay vào
đó chỉ là khiến con phải hiểu được lời dạy của mình… bằng lằn roi , bằng đau
đớn và nỗi sợ hãi.
Chỉ khi làm điều không tốt, người ta mới thấy có lỗi. Mẹ đánh con với mong
ước muốn con nên người, vậy cớ sao cảm giác có lỗi với con cứ đeo bám mẹ.
Giọt nước mắt của con, muốn học tốt bài học làm người, làm sao có thể xóa.
Thấu hiểu nhường lấy đòn roi - hối hận vây lấy có đâu ngọt ngào n
hòa đây…”
Mẹ Bống cảm thấy rất buồn sau khi xem clip này. Mẹ Bống thường phải dùng
đến đòn roi sau khi nói mãi mà con không nghe, rõ là nỗ lực thấu hiểu bé của
mình đã phai nhạt đi rồi. …Các mẹ nói xem phải làm sao đây?
Story Board
Demo Topic
PHASE 2 Thấu hiểu con là quyền năng của mẹ (Understanding kid is Mom’s marvelour nature)
• Desired response: know and try the course
• Driver: want a solution for struggles in educating children
• Barrier: : haven’t know Shichida methods before
Objectives: - Give parents a new positive
parenting method
- Attract trials & enrollments
Message: Parent„s power to educate children is
understanding, which was forgotten
through time. “Bai hoc khong nuoc
mat” will wake it up and empower parents by Shichida method
The Journey: The BUS “Love, Praise, Recognition”
To teaser, balloons delivered to mom & kid
Message on the tag: “Don‟t let stick prevent
you from understanding your child. Keep this
and get more gifts at our Bus “Love, Praise,
Recognition””
• Give the stick back, they will be received a box “Quyền năng
của mẹ” => a signal: Parents abandon the old method and start
with soul education
• Play games to receive the box (games test understanding
between parents & kids)
A diary and a pen
A brochure of“Lessons without tears”
A (small) booklet: tips to understand kids (based on
Shichida method)
When the
bus comes
Part 2: Mom‟s own parenting method: Note cases of educating kid, evaluate good and not good points, through that, try to educate kid by understanding
The diary includes:
Opening: “The contract” which can
tear and stick it on mom’s corner,
promise to abandon violent parenting
method
Part 1: Learn to understand kids: recall
memories from early days between
mom and kids, then mom call back
how she has understood kid, and note
down
Tips to understand your children
1. Con không chịu chào khách, vì con chưa biết rõ người ấy, hãy giới thiệu khách với bé trước nhé
2. Khi con đánh bạn, không có nghĩa là con hung hăng, có thể bé đã bị bạn làm tổn thương trước, hãy tìm hiểu nguyên nhân và chỉ bé cách giải quyết phù hợp
3. ……
The Booklet includes:
“Mẹ Việt dạy con bằng thấu hiểu” (Vietnamese mom with “understanding
method”)
Good practices is shared by mom,
especially who enrolled the course.
Moms will be ambassadors for
educating children by understanding.
Mom capture story they share (on print
ad, forum,…), and send to Shichida
inbox to receive a Voucher 100.00VND
for the course
PHASE 3 Vô cùng thấu hiểu, vô cùng yêu thương
(Extremely Love, Deeply understand)
• Desired response: satisfied and recommend
• Driver: being a good mirror
• Barrier: not patient to follow, not sure the effectiveness
Objectives:
- Spread the Shichida method in community as a trend & Push sales
Message:
Parenting without violence needs a long-term commitment. Let‟s be
ambassadors to express the method
“ Tôi cam kết sẽ không bỏ cuộc trong
việc cố gắng dùng Yêu thương -
Khen ngợi - Nhìn nhận để dạy bé
Bống nên người.
Câu chuyện dạy bé của tôi là:
[Attach a picture with your kid here]
Signature: Tôi Lê Vũ Nguyệt My, Mẹ
Việt dạy con bằng thấu hiểu ”
Meå Viïåt day con bùçng thêëu hiïíu
PRINT ADS: Cam kết yêu thương
Objectives KPIs
Business
Brands Awareness
Society
Sales statistics
• No. of channels
• No. of PR articles
• ROI & Tonality
• Message exposure
• Audience attitude
& action
Research agencies
KPIs
Kid misbehaves
Explain Kid still not co-
orperate Hit Regret
Kid misbehaves
Understand Kid
Use Shichida method
Happy
RECAP
After join the course
By Campaign
Viral clip “I’m guilty”
1 billion VND
- The bus
- Mystery box “Quyền năng
của mẹ”
3,2 billion VND
- Pint Ads “Cam kết yêu
thương”
- Sharing stories of
Vnese mom
0.8 billion VND
Phase 1 Phase 2 Phase 3
THANK YOU