Leonito Social Marketing Slides

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

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Leonito Social Marketing Slides

  1. 1. 2-Dec-08 ©2008 Leonito JSC 1
  2. 2. Social Marketing - iBCC Presented to Disaster Management Working Group 2-Dec-08 ©2008 Leonito JSC 2
  3. 3. • 2 Years • 30 Projects • 17 staff Hanoi • 55 staff HCMC • 100% Vietnam
  4. 4. Purpose • Value of Integrated Communications • Commercial vs. Social Marketing • Good vs. Great Campaigns 2-Dec-08 ©2008 Leonito JSC 4
  5. 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 2-Dec-08 ©2008 Leonito JSC 5
  6. 6. What is Social Marketing? 2-Dec-08 ©2008 Leonito JSC 6
  7. 7. Create a Brand Sell a Product 2-Dec-08 ©2008 Leonito JSC 7
  8. 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” 2-Dec-08 ©2008 Leonito JSC 8
  9. 9. A “brand” is an entity you have a relationship with 2-Dec-08 ©2008 Leonito JSC 9
  10. 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 2-Dec-08 ©2008 Leonito JSC 10
  11. 11. Put a mirror in front of your audience 2-Dec-08 ©2008 Leonito JSC 11
  12. 12. That could easily be done by me! 2-Dec-08 ©2008 Leonito JSC 12
  13. 13. Work needed to get simple • Research • Analyze • Strategize • Create • Test • Implement • Measure • Repeat 2-Dec-08 ©2008 Leonito JSC 13
  14. 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 2-Dec-08 ©2008 Leonito JSC 14
  15. 15. Cases 2-Dec-08 ©2008 Leonito JSC 15
  16. 16. 2-Dec-08 ©2008 Leonito JSC 16
  17. 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 2-Dec-08 ©2008 Leonito JSC 17
  18. 18. More than TV • $1.08m equivalent media exposure • Logo • Education Kit • Brochure • Create/Promote Water Safety Week • PR program • Signage • Multi-lingual materials 2-Dec-08 ©2008 Leonito JSC 18
  19. 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 2-Dec-08 ©2008 Leonito JSC 19
  20. 20. 2-Dec-08 ©2008 Leonito JSC 20
  21. 21. Strategy: 1 picture saves 1000 lives • Raise Awareness • Triple audiences – Policy advocates – EU tax payers – Regional population 2-Dec-08 ©2008 Leonito JSC 21
  22. 22. Strategy, Photography, Writing, Design • Consider audience • Develop media plan • Photo art direction • Copy exploration • Testing • Layout • Fact checking • Manage release 2-Dec-08 ©2008 Leonito JSC 22
  23. 23. 300,000 Circulated 4,000,000 Audience 2-Dec-08 ©2008 Leonito JSC 23
  24. 24. 2-Dec-08 ©2008 Leonito JSC 24
  25. 25. Brand Mark • Color Trio • Behavior Sphere • Brand Line 2-Dec-08 ©2008 Leonito JSC 25
  26. 26. Advertising Behavior Suggestion Spheres suggest connection between healthy family and HWWS Four Junctures Grid visually and verbally reinforces critical HWWS occasions 2-Dec-08 ©2008 Leonito JSC 26
  27. 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. 2-Dec-08 ©2008 Leonito JSC 27
  28. 28. Activations • Launch Event • Road Shows • Edu-tainment Events 2-Dec-08 ©2008 Leonito JSC 28
  29. 29. 2-Dec-08 ©2008 Leonito JSC 29
  30. 30. About Leonito / Grey Our Currency is Ideas™ 2-Dec-08 ©2008 Leonito JSC 30
  31. 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 2-Dec-08 ©2008 Leonito JSC 31
  32. 32. Leonito is part of GREY which handles 1/3 of the top 100 global brands 2-Dec-08 ©2008 Leonito JSC 32
  33. 33. Grey’s Proprietary Research 2-Dec-08 ©2008 Leonito JSC 33
  34. 34. 2-Dec-08 ©2008 Leonito JSC 34
  35. 35. Our Focus – Getting Closer to the Peoples of Asia 2-Dec-08 ©2008 Leonito JSC 35
  36. 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 2-Dec-08 ©2008 Leonito JSC 36
  37. 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 2-Dec-08 ©2008 Leonito JSC 37
  38. 38. hanoi ho chi minh city 17 Staff 55 Staff 2-Dec-08 ©2008 Leonito JSC 38
  39. 39. Vietnam Clients 2-Dec-08 ©2008 Leonito JSC 39
  40. 40. design & identity brand strategy & advertising activation & events direct & interactive public relations horeca & trade marketing HoReCa- Hotels, Restaurants, Cafes 2-Dec-08 ©2008 Leonito JSC 40
  41. 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 2-Dec-08 ©2008 Leonito JSC 41

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