AGENDA

1. Target Consumer

2. Issue

3. Brand Role

4. Big Idea

5. Strategy

6. Launching Campaign

Urban Children• Children from 2 -6 years

• Live in Ho Chi Minh and Ha Noi

• Proactive, curious

• A stage of rapid physical and intellectual

development

Time for active discovery of their environment

LEARNING BY DISCOVERINGNOT BY BEING TOLD

ISSUE

INDOOR CHILDHOODHuman beings have been urbanizing, and then

moving indoors

78% urban children UNDER 6 years old

USING DIGITAL DEVICES

Number of children using devices at weekend

INCREASES 7 TIMES (compared to weekdays)

EXPONENTIAL GROWTH IN THE USE OF ENTERTAINMENT TECHNOLOGY

Living in the Box

Keeping children indoors more than sendingchildren outdoors for free range play

NATURE DEFICIT DISORDER

• Diminished use of the senses

• Attention difficulties

• Lower grades

• Conditions of obesity

• Higher rates of emotional and

physical illnesses

Parents Expectation

GOOD ACADEMIC PERFORMANCES AND THEN HEALTH

DISCOVERING EVERYTHING BY THEMSELVES & PREFER

PLAYING RATHER THAN STUDYING

Kid Want

VITAMIN N - NATURE

IMPROVE ACADEMIC OUTCOMES

ENCOURAGE BENEFICIAL PLAY

INCREASE PHYSICAL ACTIVITY

PROVIDE MENTAL HEALTH BENEFITS

SAVING OUR CHILDREN from nature-deficit disorder BY RECONNECTING THEM WITH NATURE

VITAMIN N - NATURE

BRAND ROLE

Bring children THE COMFORT to move, to go out and discover the nature

ENDURING – COMFORTING - AUTHENTIC

HOW CAN BITIS COMBINE ALL OF THAT?

BOOKS - nurture learning and inner imagination PLAY IN NATURE - engages the sense of curiosity and exploration

Natural LibraryLearning from FIRST-HAND EXPERIENCE, EXPLORATION

of the environment

SOCIAL 10-YEAR STRATEGY – PARTNERSHIP WITH ZOO AND BOTANIC GARDEN

2017 2018 2019 2020 2021 2022 2023 2024 2025 2026

Launching BITI’S NATURAL

LIBRABY

NATURE BOOKS READING CORNER

EXPAND KID-MADE WORLDPlanting, harvesting and feeding animals and

plants to CREATE THEIR NATURAL WORLD by themselves

40th anniversaryLaunching campaign

5 MILLION OUTDOOR VIETNAMESE CHILDREN

TREE, PLANT, FLOWER GARDEN

ANIMAL, PET CAGE

COMMUNICATION OBJECTIVE Deliver the importance of the nature in kids development

Introduce Natural Library to the market and drive traffic to library

LAUNCHING CAMPAIGNONE MILLION OUTDOOR KIDS

Take care of one million kids’

footsteps in discovering the world

Digital

Website, Adwords (Desktop

& Mobile Banners, Viral Clips

SOCIAL MEDIA

Facebook, Viral Clip

PR

Advertorials & Editorials,

Influencers, Press Conference

NATURAL LIBRARY

MEMBERSHIP CARD

by buying Bitis Product

STORYLINETrigger parents’ awareness

of benefits when letting their

children discover the nature

Let them and their

children experience

natural environment

Maintain their experience

and habit of let their child

approach to nature

• CONTEXT: Exponential growth in the use of entertainment technology

• TARGET: Children age 2 – 6, live in HCMC and Ha Noi

• ISSUE: Kids are less playing outdoor as well as interacting with nature, which easily causes Nature Deficit Disorders

• BRAND ROLE: Bring children THE COMFORT to move, to go our and discover the nature

• BIG IDEA: Natural Library

• EXECUTION: Biti’s will partnership with Zoo and Botanic Garden in HCMC and Ha Noito create libraries with integrated natural spaces. Every next year Biti’s will expand innovation area to engage children with more experiences such as growing flowers, feeding animals.

• SOCIAL IMPACT: 5 million children from 2 – 6 years old in HCMC and Ha Noi engage and discovery the nature through Biti’s Natural Library.

EXECUTIVE SUMMARY

THANK YOU