CHILDREN OF THE

INTERNET

THE INVASION OF INTERNET

SITUATION ANALYSIS

Choosing laptops over outdoor activities

Looking down instead of looking up

Sacrificing communication for mere connection

Trading experience for loneliness

WELCOME TO THE WORLD OF TOMORROW

OBJECTIVES

Successful campaign

Restrict the use of internet to an

hour per day

Cause a shift in attitude and behaviour

Convince government

body

TARGET AUDIENCE

SINGAPOREAN ‘MUM’

Working professional “Kiasu”

Work everyday Best education for her children

Career-minded Think they know what is best for their kids

Limited family time Maid-dependent

POSITION STATEMENT

TO: Mothers, whose kids are of the age 0 to 10

WITH: the want to raise well brought up kids, who do the ‘right’ things  

WE: Educate and inform the mothers about the ill-effects of the overuse of Internet

THAT PROVIDES: The platform to act on pressing issues 

Because: We enhance the quality of modern day family lives

KEY INSIGHTS

MY BEST IS NOT ENOUGH

GUILTY IF THEY DO NOT RAISE THEIR KIDS WELL

LOSING THEIR INNOCENCE

GROWING UP TOO SOON

INTERNET MAKES KIDS SMARTER

MAID 2.0

HOUSEKEEPER+

SECOND MOTHER

WE PUT DIFFERENT MEANING ONTO THE SAME ITEM

AwesomeTime-travelling

machineNice car!

WE LIKE DIFFERENT THINGS

CAMPAIGN

“CHILDREN OF THE INTERNET”

MY

IS IT TIME YET?

I HAD A LOT OF THINGS IN MY LIFE.

THE EARLIER YOU START THE BETTER FOR ME.

I NEED ‘ME’ TIME.

YOU CAN LEARN MANY THINGS.

I NEED MY BEAUTY SLEEP.

YOU ARE ENGAGED.

I HAVE TIME FOR MASSAGE.

THE HOUSE IS CLEANED.

I HAVE MORE TIME TO SHOP.

YOU HAVE PLACE TO VENT YOUR ANGER.

WHEN YOU ARE TIRED.

YOU ARE WELCOMED INTO MY ARM.

HOW MUCH CLOSER CAN WE BE?

PHASE 1 - ENGAGEMENT• OBJECTIVE :

DRIVE PEOPLE TO SOCIAL MEDIA CHANNEL VIA ADS

• STRATEGY :

• Asked Community to Contribute• Build a conversation and engage new members• Purchase Facebook ad leading to campaign Facebook page

• BRAND THE CAMPAIGN FOR SOCIAL MEDIA #DE

LISTEN

Gather Feedback

• Personal• Media• Social media

Categorize feedback

Respond

If applicable React

CRITICS , CHAMPION & BRAND ADVOCATES

Converting Critics into champions

Create Brand Advocates

• Learn• Educate• Participate ( talk about issues, share stories/lived

experience, share knowledge)

PHASE 2 - ENGAGEMENT

Objective – Engage community, educate & empower people to educate

Create shareable content to increase virality of message

Leverage expertise and knowledge to educate target audience

Create Awareness week .....................

Encourage and empower community to share stories.

THANKYOU