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

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2. Social Marketing - iBCC
Presented to
Disaster Management Working Group
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3. • 2 Years
• 30 Projects
• 17 staff Hanoi
• 55 staff HCMC
• 100% Vietnam

4. Purpose
• Value of Integrated Communications
• Commercial vs. Social Marketing
• Good vs. Great Campaigns
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5. 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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6. What is Social Marketing?
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7. Create a Brand
Sell a Product
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8. commercial social
product behavior-changing social norm
target audience persons (potentially) practicing
apathy, ignorance, skepticism, myths,
competition
social norms, media & entertainment
price time, effort, social “cost”
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9. A “brand” is an entity
you have a relationship with
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10. 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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11. Put a mirror in front of your audience
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12. That could easily
be done by me!
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13. Work needed to get simple
• Research
• Analyze
• Strategize
• Create
• Test
• Implement
• Measure
• Repeat
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14. Brands, Ads, Activations & PR
• Create a brand
do our values match?
• Talk about yourself
questioned
• “Go for a coffee”
understood
• Others talking about you
believed
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15. Cases
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17. Srategy: Serious, but fun
• Present dangers
simply but impactfully
• Set context for wide
range of materials 1. Pool – Never take
• Unifying campaign your eyes off
message & three 2. River – Check it’s OK
environment to swim
messages 3. Beach – Swim
between the flags
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18. 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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19. 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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21. Strategy: 1 picture saves 1000 lives
• Raise Awareness
• Triple audiences
– Policy advocates
– EU tax payers
– Regional population
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22. Strategy, Photography, Writing, Design
• Consider audience
• Develop media plan
• Photo art direction
• Copy exploration
• Testing
• Layout
• Fact checking
• Manage release
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23. 300,000 Circulated
4,000,000 Audience
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25. Brand Mark
• Color Trio
• Behavior
Sphere
• Brand Line
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26. Advertising
Behavior
Suggestion Spheres
suggest connection
between healthy
family and HWWS
Four Junctures Grid
visually and verbally
reinforces critical
HWWS occasions
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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.
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28. Activations
• Launch Event
• Road Shows
• Edu-tainment
Events
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30. About Leonito / Grey
Our Currency is Ideas™
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31. Global Reach • Local Touch
461 offices, 148 cities, 96 countries
Asia Pacific
Australia New Zealand
Bangladesh Pakistan
China Philippines
Hong Kong Singapore
Americas India Sri Lanka
Argentina
Indonesia Taiwan
Brazil
Japan Thailand
Canada
Korea Cambodia
Chile
Malaysia Vietnam
Colombia
Costa Rica
Dominican Republic
Ecuador
El Salvador
Guatemala Europe
Honduras Middle East
Jamaica
Mexico
Europe, Middle East & Africa
Africa
Austria
Nicaragua Belgium
Panama Belarus
Peru Botswana Romania
Puerto Rico Bulgaria
Russia
Trinidad & Tobago Croatia Kazakhstan
Saudi Arabia
United States Cyprus Kenya
Uruguay Slovak Republic
Czech Republic Latvia
Venezuela Slovenia
Denmark Lebanon
Egypt South Africa
Lithuania
Estonia Luxembourg Spain
Finland Macedonia Sweden
France Moldova Switzerland
Germany Morocco Turkey
Ghana Netherlands Ukraine
Greece Nigeria United Arab Emirates
Hungary Norway United Kingdom (incl Ireland)
Israel Poland Uzbekistan
Italy Portugal Zimbabwe
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32. Leonito is part of GREY which handles 1/3 of the top 100 global brands
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33. Grey’s Proprietary
Research
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35. Our Focus – Getting Closer to the Peoples of Asia
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36. Grey’s Proprietary Study
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 include
24 key “eye-sights” in 3 groups:
– Lifestyle
– Present & Future Aspirations
– Consumerism & Communications
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37. Grey’s Asia Pacific Region
18 countries
30 cities
Australia Hong Kong Indonesia New Zealand Sri Lanka
Canberra Hong Kong Jakarta Auckland Colombo
Melbourne
Sydney
India Japan Pakistan Taiwan
Ahmedabad Tokyo Karachi Taipei
Bangladesh Bangalore
Dhaka Chennai
Kolkatta
Korea Philippines Thailand
New Delhi Seoul Cebu Bangkok
China Mumbai Manila
Beijing
Guangzhou
Malaysia Vietnam
Shanghai Cambodia Kuala Lumpur Singapore Hanoi
Phnom Penh Penang Singapore Ho Chi Minh City
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38. hanoi ho chi minh city
17 Staff 55 Staff
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39. Vietnam Clients
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40. design & identity
brand strategy & advertising
activation & events
direct & interactive
public relations horeca & trade marketing
HoReCa- Hotels, Restaurants, Cafes
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41. Contact us
info@leonito.com A partner of GREY group, a WPP Company
#10 Ho Ham Long Alley
Lane #1 Au Co Street
Tay Ho District, Hanoi, Vietnam
grey.com
O +84 (4) 3 719 1459
leonito.com F +84 (4) 3 718 4989
M +84 (0) 907 144 561
aaron.everhart@leonito.com
aaron.everhart@grey.com
www.leonito.com
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