leonito social marketing slides

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Social Marketing - iBCC

Presented toDisaster Management Working Group

• 2 Years• 30 Projects• 17 staff Hanoi• 55 staff HCMC• 100% Vietnam

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Purpose

• Value of Integrated Communications• Commercial vs. Social Marketing• Good vs. Great Campaigns

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Agenda• Background• What is “Social Marketing”?• Cases

– Play it Safe by the Water (Victoria, Australia Government)– Building a Better Today for a Safer Tomorrow (DIPECHO / Care

International)– Five-Clean Fingers (World Bank / WSP, Vietnam M.O.H.)

• About Leonito/Grey• Q&A

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What is Social Marketing?

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Create a BrandSell a Product

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socialcommercial

time, effort, social “cost”price

apathy, ignorance, skepticism, myths,social norms, media & entertainmentcompetition

persons (potentially) practicingtarget audience

behavior-changing social normproduct

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A “brand” is an entityyou have a relationship with

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Belief Drives Behaviors

• Coke is refreshing• Pepsi is fun• Toyota is best• Handwashing with soap protects my child • Turning off the light preserves the planet• Organizing a safety meeting will save lives

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Put a mirror in front of your audience

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That could easilybe done by me!

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Work needed to get simple• Research• Analyze• Strategize• Create• Test• Implement• Measure• Repeat

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Brands, Ads, Activations & PR• Create a brand

do our values match?

• Talk about yourselfquestioned

• “Go for a coffee”understood

• Others talking about youbelieved

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Cases

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Srategy: Serious, but fun

• Present dangers simply but impactfully

• Set context for wide range of materials

• Unifying campaign message & three environment messages

1. Pool – Never take your eyes off

2. River – Check it’s OK to swim

3. Beach – Swim between the flags

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More than TV• $1.08m equivalent media

exposure• Logo• Education Kit• Brochure• Create/Promote Water

Safety Week• PR program• Signage• Multi-lingual materials

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Play it by the numbers

• In the first year of the ‘Play it safe’campaign, in all its manifestations:– A 44% reduction in drownings, overall– 5 beach drowings compared to 20 the

previous year– Zero spinal injuries compared to 12 the

previous year• 10 years later, campaign is still running

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• Raise Awareness• Triple audiences

– Policy advocates– EU tax payers– Regional population

Strategy: 1 picture saves 1000 lives

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Strategy, Photography, Writing, Design

• Consider audience• Develop media plan• Photo art direction• Copy exploration• Testing• Layout• Fact checking• Manage release

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300,000 Circulated

4,000,000 Audience

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Brand Mark

• Color Trio• Behavior

Sphere• Brand Line

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AdvertisingBehavior Suggestion Spheressuggest connection between healthy family and HWWS

Four Junctures Gridvisually and verbally reinforces critical HWWS occasions

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Our TVC - We looked into Vietnamese cultural traditions and adapted a counting song that mothers sing to their young children. The result: an intimate, touching, and emotionally gripping film causing mass audiences to remember our key messages and act upon them.

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Activations

• Launch Event• Road Shows• Edu-tainment

Events

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About Leonito / Grey

Our Currency is Ideas™

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Europe, Middle East & Africa

AmericasArgentinaBrazilCanadaChileColombiaCosta RicaDominican RepublicEcuadorEl SalvadorGuatemalaHondurasJamaicaMexicoNicaraguaPanamaPeruPuerto RicoTrinidad & TobagoUnited StatesUruguayVenezuela

Global Reach • Local Touch461 offices, 148 cities, 96 countries

RomaniaRussia Saudi ArabiaSlovak RepublicSloveniaSouth AfricaSpainSwedenSwitzerlandTurkeyUkraineUnited Arab EmiratesUnited Kingdom (incl Ireland) UzbekistanZimbabwe

Europe Middle EastAfricaAustriaBelgiumBelarusBotswanaBulgariaCroatiaCyprusCzech RepublicDenmarkEgyptEstoniaFinlandFranceGermanyGhanaGreeceHungaryIsraelItaly

KazakhstanKenyaLatviaLebanonLithuaniaLuxembourg MacedoniaMoldova MoroccoNetherlandsNigeriaNorwayPolandPortugal

New ZealandPakistanPhilippinesSingaporeSri LankaTaiwanThailandCambodiaVietnam

Asia PacificAustraliaBangladeshChinaHong KongIndiaIndonesiaJapanKorea Malaysia

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Leonito is part of GREY which handles 1/3 of the top 100 global brands

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Grey’s ProprietaryResearch

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Our Focus – Getting Closer to the Peoples of Asia

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16 countries across Asia Pacific– Quantitative: over 7,500 adults (20+)– Qualitative: over 300 in-depth, face-to-face ethnographic case studies– Context-supported extensive, in-market secondary research: Eye-on-

Vietnam™

2008 research findings include24 key “eye-sights” in 3 groups:– Lifestyle– Present & Future Aspirations – Consumerism & Communications

Grey’s Proprietary Study

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18 countries30 cities

Sri LankaColombo

TaiwanTaipei

ThailandBangkok

VietnamHanoiHo Chi Minh City

Hong KongHong Kong

IndiaAhmedabadBangalore ChennaiKolkattaNew Delhi Mumbai

CambodiaPhnom Penh

AustraliaCanberraMelbourneSydney

BangladeshDhaka

ChinaBeijingGuangzhouShanghai

IndonesiaJakarta

JapanTokyo

KoreaSeoul

MalaysiaKuala LumpurPenang

New ZealandAuckland

PakistanKarachi

PhilippinesCebuManila

SingaporeSingapore

Grey’s Asia Pacific Region

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ho chi minh city

55 Staff17 Staff

hanoi

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Vietnam Clients

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public relations

brand strategy & advertising

direct & interactive

design & identity

horeca & trade marketing

activation & events

HoReCa- Hotels, Restaurants, Cafes

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Contact us

info@leonito.com

grey.comleonito.com

A partner of GREY group, a WPP Company

#10 Ho Ham Long AlleyLane #1 Au Co StreetTay Ho District, Hanoi, Vietnam

O +84 (4) 3 719 1459F +84 (4) 3 718 4989M +84 (0) 907 144 561

aaron.everhart@leonito.comaaron.everhart@grey.comwww.leonito.com