leonito social marketing slides
DESCRIPTION
Presentation to Disaster Management Working Group. Hanoi, Vietnam 02 Dec 2008TRANSCRIPT
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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
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
[email protected]@grey.comwww.leonito.com