1.

2. a branded content tv show +360degrees integrated experience
3. # release for any interested
SUPER BRAND
season I 26 x 30 eps
4. WhatWant
3D insights report
Women
Findings are courtesy of3D research
5. WOMENAGE
Buying decision maker; (across categories)
Putting family above all else.
Needs variety in life.
Likes to be appreciated in life.
the most SEXY
MARKET
TO TAP IN
Findings are courtesy of3D research
6. How can we get inside of the womens minds?
Being woman
Understanding the needs of women
Findings are courtesy of3D research
7. What women like to do ?
Shopping
Salon / Beauty Parlor
Talk with friends
Taking care of the family
Valuable time with family
Taking their child to school
Going to the mall
Arisan
Fitness
WOMEN
WORLD
EXPERIENCE
Findings are courtesy of3D research
8. WOMEN EXPERIENCE
the most interesting &charming stories are . ..
THEIR
STORIES . . . . . . . .
Findings re courtesy of3D research
9. Campaign Insights ofWhat Women Want
Common situations has shownthat women are fed up with 4 (four) things
Findings are courtesy of3D research
10. Campaign Insights ofWhat Women Want
1. They are disappointed with the men in their lives...
Findings are courtesy of3D research
11. Campaign Insights ofWhat Women Want
2. Women simply wish that men could be a little more helpful around the house.
Findings are courtesy of3D research
12. Campaign Insights ofWhat Women Want
3. They do not like consumer goods brands which continue to create advertising that portray women in stereotypical / cliched ways.
Findings are courtesy of3D research
13. Campaign Insights ofWhat Women Want
4. They badly demand from husbands to know how to handle their children and how to initiate help.
Findings are courtesy of3D research
14. Campaign Insights What Women Want
Most women said that
the sexiest man
is when they know-how to handle / take care of their children
properly.
Findings are courtesy of3D research
15. We quickly understood...
...that communications are needed to break the conventional category . ...that the female consumer target audience needs to be engaged in a better than the usual way....that reflecting the reality of their livesare unique and is an entertaining way to reach and inspire the female target audience.
Findings are courtesy of3D research
16. Wh a t
Women
Wa n t
Connecting...
emotionally
Findings are courtesy of3D research
17. Findings are courtesy of3D research
18. is introducing
the big idea...
Findings are courtesy of3D research
19. DADDYACADEMY
REALITY TV SHOW
20. the
academialogue
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Reality Bites!
.. looking out the perfect men for..
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be the
Super
Dad...
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DADDY ACADEMY
Supports
Women...
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Is the first family value discovery project in the world.
A week end training centre for the men / husbands to become better, more proactive and morecompassionate partners in womens lives.
The Academic Centre is located @ a beautiful sceneryin a destination no where area. And isjust near us.
The complex will only have one entry - one exit/limited access hospitality resort
DADDYACADEMY
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25. The Mission
DADDY ACADEMY
Provides "tools" to motivate husbands to perform better both in and outside the home,
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26. The Mission
DADDY ACADEMY
REALITY TV SHOW
He becomes an advocate for women
Teaching men ways to be not only better husbands - but to become better men, eventhe best DADDY.
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DADDY ACADEMY
REALITY TV SHOW
The first time the great DADDYs who are real actors will step into real life and interact with real people.
This is particularly noteworthy because this is a real reality show with real contestants, not actors.
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DADDY ACADEMY
REALITY TV SHOW
This is not a "parody/satire" of a reality show as some other ad agencies have created, nor simply a sponsorship with product placement.
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DADDY ACADEMY
REALITY TV SHOW
This is true branded entertainment that was born from the heart of the brand, with content that includes real issues that are relevant to the female consumer target audience.
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30. DADDY ACADEMY
THE ACADEMY PRINCIPAL
& THE TRAINERS
One of the unique aspect of the project is that trainerscelebrity couples are real husband and wife teams.
These couples (also co producers) will bring the show to life.
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ONLINE/WEBISODES
DADDY ACADEMY
Our targeted women ( between the ages of 30 and 54) are very busy with work and taking care of their family and home, but spend a lot of time online.
By providing content that they can seek out "on-demand," and on their own terms, we further demonstrated our deep understanding of these women and their needs-- not only in the message but also how they receive the message.
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DADDY ACADEMY
REALITY TV SHOW
It is also important to note that there are no shortcuts taken in the development of the show just because it will also be created for an interactive and reality environment.
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DADDY ACADEMY
REALITY TV SHOW
The Next Step...
development
episode mechanism / scenario
technical details of the show
location of the academyrules
qualifying couples
selection process
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34. DADDY ACADEMY
REALITY TV SHOW
The process, the quality of the crew, right down to having a psychologist on set, was exactly the same as any quality reality show created for TV.
(perhaps less cameras and a compressed production schedule.
35. DADDY ACADEMY
REALITY TV SHOW +
PUBLIC GATHERING +
24.7 ONLINE WEBISODES
Ideation+Conceptor: UkiUtama
Executive Producer : B o w i egus Sudradjat
Producer : Yennyta Gusman
Creative Director: Tony SiahaanDonny
Writers/Research : Zarra ZettiraDimas Akira
Psychologist : TikaBisono
Co Producers : Zarra Zettira
36. Thank you for your time,and we look forward working with you...
37. @2010