3. Three Brand Loyalty Drivers
Financial
Emotional/
Social
Structural
$$$
-------Rewards
Friends
---------Trust
Can’t Leave
-------------Locked
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4. “CSR & Sustainability – if done correctly –
is the “how” of building trust in Asia Pacific.”
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7. Why: Financial Literacy – A Genuine Need
Following the global financial crisis,
financial literacy and how to gain it
became a significant concern for
families, governments, and
businesses across Asia.
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9. Why: Listening to Asian families
Commissioned proprietary research that
revealed a need for financial literacy tools:
• 95% of Asian parents said kids should learn
money management skills
• 98% of Asian parents said teaching children
money skills starts with them
• Only 13% of Asian parents consider their kids’
money skills to be very good
• 94% of Asian parents would use a TV/ Internet
entertainment programme that teaches money
management skills
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10. How: Strategic Partnership
Developed a unique property targeting families with 7-12 year olds
– Bringing Financial Literacy to a younger audience
– Significantly broadening our reach
Teamed up with Cartoon Network and Dr. Alice Wilder to
introduce a unique, immersive learning experience to inspire kids.
Dr. Alice Wilder
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12. What: Meet the Band
Justin
Entrepreneurial
Charity
Pepper
Reckless
Giving
Zul
Sensible
Bobby
Prudence
Gentle Giant
Smart
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13. What: 3-minute “Music Videos”
Four key money management concepts:
Each episode highlights a concept and brings it to life
1: Earn, Save, Spend, Donate
2: It’s Got to be Earned
3: Entrepreneur
4: Grow Money
5: Saving for Success
6: Just in Case
7: Spend Your Money Wisely
8: Please Little Spender, Think!
9: Charity
10: When You Get Money
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25. Financial Literacy: School Contact Programme
Over 45,000 children reached in Hong Kong, Philippines, Thailand, Singapore & Taiwan
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26. Philippines: MoA Signing with Dept of Education
In 2012, the Memorandum of Agreement was signed with the Department of
Education to make Cha-Ching part of the public primary school curriculum.
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27. Indonesia & Singapore: Cha-Ching on Air
Airline Garuda Indonesia carried Cha-Ching on more than
2,000 flights in Jul and Aug 2012.
+
Singapore Airlines will carry Cha-Ching on more than
16,000 flights in Oct and Nov 2012.
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28. Social Media Engagement
Cha-Ching Facebook Page
Over 81,000 fans
Geo-targeted wall updates across the region
Cha-Ching Youtube Channel
Over 480,000 views since launch
Localized subtitled playlists
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29. Measuring Effect: Are Kids More Money Smart Now?
A post launch survey conducted in April shows the double digit
increases in awareness of the four basic concepts: EARN, SAVE,
SPEND, DONATE
•Earn: 10 pts increase in awareness of earning to get money
•Save: 18 pts increase in awareness of savings when receiving
money; 19 pts increase in the use of a money box or bank to
save.
•Spend: 20pts increase in those who think one should seek the
best price and determine if the item is a ‘need’ or a ‘want’
•Donate: Awareness of “donate/charity” tripled
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30. Financial Literacy: Cha-Ching Season Two
3 new music videos were developed based research findings - - desire to learn
about budgeting, electronic transactions and the basics of investing.
Back to the Budget
Invisible Money
I Make Money Too
Localized versions: the website, online game, iPhone app, At-Home
activities; and subtitling of all episodes
Re-composing songs: for Thai, Bahasa Indonesisa, Bahasa Malaysia,
Vietnamese, Korean, Chinese (Cantonese/Mandarin), and Khmer.
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31. Top Rated Children’s Program in Asia
#1 in the Philippines
Top 10 in South East Asia
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33. Cha-Ching - Multi-Touch Points
TV
Website
Mobile App
Facebook
Parent Activities
Apps
Video Games
You Tube
At Home ↔
With Parents ↔
On the Go ↔ In Schools
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34. Cha-Ching - Multi-Touch Points
Parents Research
Premiums
Posters/Print Ads
Leaflet/DVD Booklet
School Program
Comic Strip
Online Advertising
Mascot Characters
At Home ↔
With Parents ↔
On the Go ↔ In Schools
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35. More Cha-Ching!
Government Relations
Parent & Family Events
School Engagement
Long-Term Brand Building
Customer Goodwill
Employee Engagement
Social Media
All Rights Reserved 35
