Leonito Social Marketing (Powerpoint Show)

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Presentation to Disaster Management Working Group. Hanoi, Vietnam 02 Dec 2008

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  • Aaron Everhart Account Director   A partner of GREY group, a WPP Company   #10 Ho Ham Long Alley Lane #1 Au Co Street Tay Ho District, Hanoi, Vietnam   O +84 (4) 3 719 1459 F  +84 (4) 3 718 4989 M +84 (0) 907 144 561   [email_address] [email_address] www.leonito.com
  • Leonito Social Marketing (Powerpoint Show)

    1. 2. Social Marketing - iBCC Presented to Disaster Management Working Group
    2. 3. <ul><li>2 Years </li></ul><ul><li>30 Projects </li></ul><ul><li>17 staff Hanoi </li></ul><ul><li>55 staff HCMC </li></ul><ul><li>100% Vietnam </li></ul>
    3. 4. Purpose <ul><li>Value of Integrated Communications </li></ul><ul><li>Commercial vs. Social Marketing </li></ul><ul><li>Good vs. Great Campaigns </li></ul>
    4. 5. Agenda <ul><li>Background </li></ul><ul><li>What is “Social Marketing”? </li></ul><ul><li>Cases </li></ul><ul><ul><li>Play it Safe by the Water (Victoria, Australia Government) </li></ul></ul><ul><ul><li>Building a Better Today for a Safer Tomorrow (DIPECHO / Care International) </li></ul></ul><ul><ul><li>Five-Clean Fingers (World Bank / WSP, Vietnam M.O.H.) </li></ul></ul><ul><li>About Leonito/Grey </li></ul><ul><li>Q&A </li></ul>
    5. 6. What is Social Marketing?
    6. 7. Create a Brand Sell a Product
    7. 8. social commercial time, effort, social “cost” price apathy, ignorance, skepticism, myths, social norms, media & entertainment competition persons (potentially) practicing target audience behavior-changing social norm product
    8. 9. A “brand” is an entity you have a relationship with
    9. 10. Belief Drives Behaviors <ul><li>Coke is refreshing </li></ul><ul><li>Pepsi is fun </li></ul><ul><li>Toyota is best </li></ul><ul><li>Handwashing with soap protects my child </li></ul><ul><li>Turning off the light preserves the planet </li></ul><ul><li>Organizing a safety meeting will save lives </li></ul>
    10. 11. <ul><li>Put a mirror in front of your audience </li></ul>
    11. 12. That could easily be done by me! “ ”
    12. 13. Work needed to get simple <ul><li>Research </li></ul><ul><li>Analyze </li></ul><ul><li>Strategize </li></ul><ul><li>Create </li></ul><ul><li>Test </li></ul><ul><li>Implement </li></ul><ul><li>Measure </li></ul><ul><li>Repeat </li></ul>
    13. 14. Brands, Ads, Activations & PR <ul><li>Create a brand do our values match? </li></ul><ul><li>Talk about yourself questioned </li></ul><ul><li>“ Go for a coffee” understood </li></ul><ul><li>Others talking about you believed </li></ul>
    14. 15. Cases
    15. 17. Srategy: Serious, but fun <ul><li>Present dangers simply but impactfully </li></ul><ul><li>Set context for wide range of materials </li></ul><ul><li>Unifying campaign message & three environment messages </li></ul><ul><li>Pool – Never take your eyes off </li></ul><ul><li>River – Check it’s OK to swim </li></ul><ul><li>Beach – Swim between the flags </li></ul>
    16. 18. More than TV <ul><li>$1.08m equivalent media exposure </li></ul><ul><li>Logo </li></ul><ul><li>Education Kit </li></ul><ul><li>Brochure </li></ul><ul><li>Create/Promote Water Safety Week </li></ul><ul><li>PR program </li></ul><ul><li>Signage </li></ul><ul><li>Multi-lingual materials </li></ul>
    17. 19. Play it by the numbers <ul><li>In the first year of the ‘Play it safe’ campaign, in all its manifestations: </li></ul><ul><ul><li>A 44% reduction in drownings, overall </li></ul></ul><ul><ul><li>5 beach drowings compared to 20 the previous year </li></ul></ul><ul><ul><li>Zero spinal injuries compared to 12 the previous year </li></ul></ul><ul><li>10 years later, campaign is still running </li></ul>
    18. 21. <ul><li>Raise Awareness </li></ul><ul><li>Triple audiences </li></ul><ul><ul><li>Policy advocates </li></ul></ul><ul><ul><li>EU tax payers </li></ul></ul><ul><ul><li>Regional population </li></ul></ul>Strategy: 1 picture saves 1000 lives
    19. 22. Strategy, Photography, Writing, Design <ul><li>Consider audience </li></ul><ul><li>Develop media plan </li></ul><ul><li>Photo art direction </li></ul><ul><li>Copy exploration </li></ul><ul><li>Testing </li></ul><ul><li>Layout </li></ul><ul><li>Fact checking </li></ul><ul><li>Manage release </li></ul>
    20. 23. 300,000 Circulated 4,000,000 Audience
    21. 25. Brand Mark <ul><li>Color Trio </li></ul><ul><li>Behavior Sphere </li></ul><ul><li>Brand Line </li></ul>
    22. 26. Advertising Behavior Suggestion Spheres suggest connection between healthy family and HWWS Four Junctures Grid visually and verbally reinforces critical HWWS occasions
    23. 27. 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.
    24. 28. Activations <ul><li>Launch Event </li></ul><ul><li>Road Shows </li></ul><ul><li>Edu-tainment Events </li></ul>
    25. 30. About Leonito / Grey Our Currency is Ideas™
    26. 31. Europe, Middle East & Africa Americas Argentina Brazil Canada Chile Colombia Costa Rica Dominican Republic Ecuador El Salvador Guatemala Honduras Jamaica Mexico Nicaragua Panama Peru Puerto Rico Trinidad & Tobago United States Uruguay Venezuela Global Reach • Local Touch 461 offices, 148 cities, 96 countries Romania Russia Saudi Arabia Slovak Republic Slovenia South Africa Spain Sweden Switzerland Turkey Ukraine United Arab Emirates United Kingdom (incl Ireland) Uzbekistan Zimbabwe Europe Middle East Africa Austria Belgium Belarus Botswana Bulgaria Croatia Cyprus Czech Republic Denmark Egypt Estonia Finland France Germany Ghana Greece Hungary Israel Italy Kazakhstan Kenya Latvia Lebanon Lithuania Luxembourg Macedonia Moldova Morocco Netherlands Nigeria Norway Poland Portugal New Zealand Pakistan Philippines Singapore Sri Lanka Taiwan Thailand Cambodia Vietnam Asia Pacific Australia Bangladesh China Hong Kong India Indonesia Japan Korea Malaysia
    27. 32. Leonito is part of GREY which handles 1/3 of the top 100 global brands
    28. 33. Grey’s Proprietary Research
    29. 35. Our Focus – Getting Closer to the Peoples of Asia
    30. 36. <ul><ul><li>16 countries across Asia Pacific </li></ul></ul><ul><ul><li>Quantitative: over 7,500 adults (20+) </li></ul></ul><ul><ul><li>Qualitative: over 300 in-depth, face-to-face ethnographic case studies </li></ul></ul><ul><ul><li>Context-supported extensive, in-market secondary research: Eye-on-Vietnam™ </li></ul></ul><ul><ul><li>2008 research findings include </li></ul></ul><ul><ul><li>24 key “eye-sights” in 3 groups: </li></ul></ul><ul><ul><li>L ifestyle </li></ul></ul><ul><ul><li>Present & Future Aspirations </li></ul></ul><ul><ul><li>Consumerism & Communications </li></ul></ul>Grey’s Proprietary Study
    31. 37. 18 countries 30 cities Grey’s Asia Pacific Region Sri Lanka Colombo Taiwan Taipei Thailand Bangkok Vietnam Hanoi Ho Chi Minh City Hong Kong Hong Kong India Ahmedabad Bangalore Chennai Kolkatta New Delhi Mumbai Cambodia Phnom Penh Australia Canberra Melbourne Sydney Bangladesh Dhaka China Beijing Guangzhou Shanghai Indonesia Jakarta Japan Tokyo Korea Seoul Malaysia Kuala Lumpur Penang New Zealand Auckland Pakistan Karachi Philippines Cebu Manila Singapore Singapore
    32. 38. 55 Staff 17 Staff ho chi minh city hanoi
    33. 39. Vietnam Clients
    34. 40. public relations brand strategy & advertising direct & interactive design & identity horeca & trade marketing activation & events HoReCa- Hotels, Restaurants, Cafes
    35. 41. Contact us <ul><li>[email_address] </li></ul><ul><li>grey.com </li></ul><ul><li>leonito.com </li></ul>  A partner of GREY group , a WPP Company   #10 Ho Ham Long Alley Lane #1 Au Co Street Tay Ho District, Hanoi, Vietnam   O +84 (4) 3 719 1459 F  +84 (4) 3 718 4989 M +84 (0) 907 144 561   [email_address] [email_address] www.leonito.com

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