Download - Young Marketers 5 Final Round - Hàng Xóm
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