bali pre summit edited
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PRE-SUMMIT MEET DISCUSSION
BRANDING THE TIGER CREATING A VALUE PROPOSITION
COMMUNICATION STRATEGIES FOR DEMAND REDUCTION IN KEY SEGMENTS
- Feedback mechanism
- Indicators of performance
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INFORMATION SOURCES: THE PUBLICIS RIGOUR
Broad, S. and R. Damania. 2009. Competing demands: Understanding and addressing the socio-economic
forces that work for and against tiger conservation. Kathmandu Global Tiger Workshop Paper
Secondary research (online reports, news stories, papers)
Scanned popular culture for trends
Excerpts and conversations on blogs and discussion forums
Information sources like FACTIVA, WARC etc.
Publicis knowledge base (learning from other brands about consumer motivations)
Brainstorms and ideations groups
Secondary data from articles, popular websites, news reports, magazines
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BRANDING THE TIGER
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Brand promise:
What it offers? Why is it relevant in the consumers life?
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CATEGORY CONVERSATIONS:
Shift in conversation from a one sided communication toparticipation led activity that involves the consumer
Charities are fun activitynot an effort
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True concern for tiger is only in niches (conservationists, sympathisers)
Mass inclination is towards social issues (they perceive) that directly
concern them: climate change, personal security, health related etc.
CONVERSATION MAPPING
CONSUMER/PUBLIC
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CONVERSATION MAPPING
BRAND (?)
No single minded brand value
At best sympathy for a beautiful animal
At worst apathy, fear or a greed for possession
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It has to capture the imagination of the larger public, not unlike how a
brand image is created around a product
The best example to explain this is a tourism brand created out of a destination or landscape
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All great brands worked because they had a strong POV that people
bought into
Nike : every body is an athlete
Coke: open happiness
Apple: Think different
Lakme: Beautiful women stand in shorter queues
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What is the POV the tiger can own that is
relevant to the public ?
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The tiger is not just a beautiful charismatic animal
It is an indicatorspecies
Which means if the tiger disappears, animals below in the food chaindisappear, the forest disappears, along with it the water table, and the rivers
This results in great imbalance like droughts, floods, soil erosion, erratic
rains, temperature imbalance and climate change
We cannot choose to not save the tigerif the tiger goes we go.simple.
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An undeniableconclusion
False
True
Yes No
SIGNIFICANT ACTION TAKEN
SERIOUSNESS OF
THREAT TO
BIODIVERSITY
WITH LOSS OF
TIGER
POPULATION &
HABITAT
Unnecessaryefforts,no
change
No worries from imbalance in
biodiversity at least
PROACTIVE BENEFITS
Money spent wisely
Safer nation
Planned sustainable growth
Risk management in place
Healthy biodiversity
Better world
CATASTROPHES- Economic is just one
Environmental floods, quakes,
storms, water shortage, disasters
Social migration
Health & diseases
Political
Economic- crop failure, tourism,
lack of foreign investment
EXERCISE YOUR CHOICE AND BE PROACTIVE
NOT REACTIVE
WhichisthemostWhichisthemost
acceptablerisk?acceptablerisk?
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BRAND TIGER POVBRAND TIGER POV
IF I SURVIVE, YOU SURVIVEIF I SURVIVE, YOU SURVIVE
SurviveSurvive
waterwater
shortageshortageSurviveSurvive
droughtsdroughts SurviveSurvive
floodingflooding
SurviveSurvive
foodfood
shortageshortage
SurviveSurvive
climateclimate
changechange
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Brand image
Brand identity
Value proposition
Consumer conflict
Consume insight
Brand building programs
Building deep relationships
Fuctional benefitsEmotional benefits
Self expressive benefits
David a. Aaker model
DRIVING IDEADRIVING IDEA
I SURVIVE YOU SURVIVEI SURVIVE YOU SURVIVE
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We have to take this message and influence every persons life
Multiple stories in multiple pocketsA continuous effort
BRAND TIGER POV
IF I SURVIVE, YOU SURVIVESurvive water shortage
Survive droughts
Survive flooding
Survive food shortage
Survive climate change
Children
Governments
Futureforecasters(economists,experts)
NGOs
Cor
porate
Media
Grassroots
Older public
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How do wegetcorporates involved?
Ifyou bringthe peoplethey willcome
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I surviveI surviveYou surviveYou survive
The big launch
Idea 1.GRANT ME A WISH: LETTERS FORM CHILDREN TO ADULTS
The local NGO associated with the GTI will approach schools and show films on tiger
conservation and their role in our life. Children will then be asked to write letters to their
parents to save the tigers and why they deserve to inherit a planet that is safe.
The only way the wish gets through is if the parent or adult accompanying the kids signs
a petition on ground or clicks the website that says i surviveyou survive. Kids who send
their written/online wish will receive a certificate and badge.
These letters will be displayed in public display walls in town centres and malls, websites,
through google application, facebook and school boards. This will also be supported
withmediacoverage, celebrity participation, press releases, PR, etc.
They should be uploaded onto websites, read in public and on news channels.
These letters should work as an iron fist in a velvet glove and should create a strong
impact. Since it is from children, it will sound more heartfelt and compelling, without
egos, agendas, or political gain. And will generate a lot of international appeal, a call to
action, and obviously a field day for the media.
Foranycountrythis wouldbeanopportunitytoleveragethisactivityandstrengthen
itsstandfortigerconservation.
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I surviveI surviveYou surviveYou survive
The big launch
Idea 2.GREATEST JOB IN THE WORLD:
Thelasttime Nat Geochanneldidthisaguy wona joboftalkingcareofanislandinthe
pacificfora wholeyear!
Can weinitiateasimilarinitiativearoundthetigerropinginabigchannelorcorporate?
The winner will gettocarryoutatigercensusandtrainforayearasaresearcherina
national park (many parksentertain publicto participateinthecensusattheofficials
discretion)
Mechanics:People willhaveto write whythey qualifyforthis job. They willhavetogetsupportand
votesfromfriendsfamily,strangersbasedontheir write up andvideo uploadon
youtube.
Voters willhaveto writeatestimonialon whytheircandidatedeservesto win.
On winningthis job,he willhavetodoavideodiary/blogthat peoplecan watch (orin
absenceofconnectivityinlongerintervals)
Thisentireseriescanbemadeintoa program,yearonyear.
THIS WILL DEFINITELY ATTRACT CORPORATES AND OTHER INTERESTED BODIES TO
ADVERTISE AND BE PRESENT
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ROLE OF VARIOUS MEDIA
AUDIO VISUAL (television, cinema, internet)
PRESS (newspaper, magazines, books, )
RADIO
OUTDOOR (hoardings/posters/signposts)
ONLINE (social media, virals, email campaigns)
ON GROUND (leaflets/cards)
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PRESS:
Allows the person the leisure to read
Focused thought (I survive you survive) related communication as ads
PR plants: Get business experts and economists to include this thought (I survive
you survive) in their articles
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RADIO
Cheapest, highest reach in most countries
Get the RJ to own the tiger create a show around itAssociate with music shows
Place ads
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OUTDOOR:
Static medium however its very nature ensures repeat messaging at same cost
Poster campaigns
ONGROUND:
With guidance from wildlife experts people should have an opportunity to interact
with the tiger (many orphaned cubs that are in care)
Get children and adults to a well prepared area where they can read information,
take photographs with the cub and pledge their allegiance
The photos can have a framed message of together we survive.
An experience like this is unforgettable to a common man who mostly has animpression of the ferocity of this animal.
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ACTIVITYJAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
LAUNCH
ONLINE
TV
MEDIA PR
DEMAND REDN
PSA
CINEMA
PR
RADIO
PRESSONLINE
ONGROUND
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COMMUMNICATION STRATEGIESFOR DEMAND REDUCTION IN
SPECIFIC SEGMENTS
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DEMAND REDUCTION BY IDENTIFYING KEY SEGMENTS
Consumers of tiger parts (medicines and tonics)
Buyers of curios (tiger skin and other parts)
COMMUNICATION OBJECTIVE:
To change attitudes toward consumption of tiger parts among the consumer
segments involved by understanding motivations and patterns
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CONSUMERS OF TONICS & FOLK REMEDIES WITH TIGER PARTS:
PRIMARY AUDIENCE:
This audience is primarily driven by the desire to buy virility and health in the form of medicines
and tonic containing tiger parts.
The creative bulls-eye audience is a 35-50+year old, typically the age when affluence sets in and so
does some form of mid life crisis.
Crisis or not this, is a stage when some people buy a 500cc motorbike that they coveted in their
20s and some others buy virility and health in the form of medicines with tiger parts.
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OUR TASK HERE IS TO DEMYSTIFY THE TIGER TO THIS AUDIENCE.
And to communicate that there is no mythic powers in tiger parts.
We have to do this communication with the help of endorsements and testimonials from
respected practitioners of traditional medicine because these individuals will have a great deal of
credibility among the public.
If possible, a word-of-mouth or viral rumor campaign about how consuming tiger parts could
actually decrease virility and health (done covertly using the same channels that propagated the
benefits of tiger parts) is an option.
SECONDARY AUDIENCE:
Over and above this, we should have a communication aimed at the population at large toincrease awareness and be part of the larger BRANDING THE TIGER activity.
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BUYERS OF SKINS (FOR DISPLAY AND GARMENTS) AND CURIOS:
PRIMARY AUDIENCE:
If status drives this consumer to buy skins and curios, then we have to provide an
equally strong motivation against this illegal trade.
A feel-good emotional campaign about the plight of tigers might not be effective.
Communication has to aim at the statusof this consumer.
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WHAT CAN WE SAY?Possession of illegal products can still be considered a status symbol due to their uniqueness, but
possession ofcriminallyconvicting products can be seen as negative for their status.
For example, in Mumbai (India) drinking and driving was always illegal, but this law was not strongly
enforced and many people violated it. But the day the police started action and people started getting
arrested, it changed the public attitude and response to this behavior. So much so, that a new business
that provides a valet or driver for those who party and drink hard has successfully developed aroundmost pubs and clubs.
The communication must create a negative perception of people who possess these parts, similar to
possessing drugs or firearms.
It has to be reinforced that possession of skins or tiger part curios is an equally serious criminal activity,
and not justthesellerbuteventhebuyer willbe persecuted withimprisonment.
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These communication messages have to be presentinall public placeswhere there isintelligence information about consumption, including airports, trains/buses and stations, large
market places and market hubs and local malls and shopping centers.
This can be done inexpensively and effectively with a poster/outdoor campaign, leaflets, sign
boards, and the like. But,itmustbebacked withactionlikeregularandrandomchecks
by police(of suspicious consumers) in the public space to re-enforce the seriousness of intent.
While it might still not deter some offenders, it will definitely communicate the criminal nature
of this activity and get the larger audience of generally law-abiding citizens to avoid it.
SECONDARY AUDIENCE:
Over and above this, there should be a communication aimed at the population at large to increase
awareness and be part of the larger BRANDING THE TIGER activity
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FEEDBACK/MONITORING MECHANISMFeedback on the communication can be obtained by monitoring studies that research
agencies, such as like AC Nielsen, conduct for regular brands to assess change in attitudes
and buying behaviour.
A research agency can be requested to provide reports as often as quarterly to align and
evaluate the communications effort. The research plan can be flexible to include and exclude
information.
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KEY INDICATORS OF PERFORMANCE OF COMMUNICATION OBJECTIVES:
Awareness of the issue among the mass public
Negative publicity for tiger part consumption
Increased public pressure on authorities to take action