Mead Johnson - Event communication

1. Mead Johnson ESS re-launch
Event Communication
2nd presentation on 23 Mar 2010

2. Enfa Smart System re-launch 2010
• MJ would like to conduct a kid outdoor event series in 4 cities of
Vietnam in May, Jun or Jul 2010 with total 8 days of events. Each venue
will have 2-day event taking place on Sat & Sun.
• Enfa Smart System event 2010 will take advantages of end school time
to welcome Kid Day and summer time.

3. Opportunities
• ESS is more tangible with benefits
tailor made for each stage of
development, thus very relevant to
parents of all stages.
• Our ESS is more unique as a Total
Child Development solution: Smart
Nutrition + Smart
Stimulations.
• ESS is more powerful in science
perspective, more sustainable and
campaign-able.
• ESS was proven to be successful in
other countries.

4. So, our challenge is...
How to bring ESS to the consumers as the key
differentiation of Mead Johnson among its competitors?

5. And our objectives are…
• To bring Enfa Smart System (ESS) to life through real experiences to
selected consumers.
• To differentiate Enfa brand as an unique partner to parents to total child
development (Smart Nutrition + Smart Stimulations).
• To prove that Enfa brand is an expert in brain stimulation by promoting
progressive learning techniques as the new approach to brain stimulation.
• To build appreciation of parents on educational game/toys that pave way for
ESS promotion later.

6. ‘Being parents, we all
want to give our children
the best and expect that
they could fly higher in
future.’
What do our
consumers want?

7. UP!
Bay cao h n!ơ
We all want our children to fly…

8. And ESS will help the kids to fly UP!

9. - The theme of the event to depict the dreams of flying
higher, further of kids.
- The meaning of Enfa Smart System in the role of
supporting kids to develop totally so that they could fly
up high in their future.
- A playground where Mom & Kids have fun together and
all of the activities they participate (must relate to ESS)
support the kids to fly ‘up’ in their future.
- In this event, ESS will be conveyed in each game subtly
but strong and memorable.
UP! is…
Bay cao h n!ơ

10. Let’s see how it works…
We decorate outside like a house with lots of balloons and pinwheels.
Because balloons and pinwheels usually represent for dreams. And
house/ home is the place the kids were born, grow up with their family in
love, care…and also the place to grow their dream. This will bring an effect
of warmness, closeness to the kids to connote the meaning that ‘ESS –
like the home, support kids the best to grow & fly up’.

11. Map of the house
Whole event area have to be developed like a system
with one way in–out, all attendees have passes all
rooms in order to emphasize the Enfa Smart System
Smart
Nutrition
Smart
Symphony
Smart game
Smart
Language
HONOUREHONOURE
DD
ENFAENFA
KIDKID

12. When the
door of the
house
opens, the
kids will
see…

13. Entrance
Two Enfa mascots, Princess and
Prince will welcome and take
guests to experience the ESS
house as well as the ‘up’ journey.

14. There would be 4 rooms with special subjects belong to ESS
like: Smart Nutrition, Smart Symphony, Smart Play,
Smart Language.
In the centre of House is The Honor Land, the
special area to praise and give Kids certificates
to become Healthy and Smart Kids.
And the kids have to pass a small contest/ game in each
room to have an ESS Keys to enter the next rooms.
Must go in right route: Nutrition  Symphony
Play  Language  the Honor Land

15. Let’s go to the first room…

16. Smart Nutrition room
• This is first room which all guests
need to visit if they want to figure out
the house.
• Design like as the tunnel, connect
directly to main entrance to let
guests come to this room first.
• There are many nutrition activities
where attendees could get useful
nutritional information :
– Right nutrients
– Right levels
– Right time

17. Layout of Smart Nutrition room
Main
entrance
Sale corner
Sale corner

18. Information corner
• Where guests can find information related to
the House
• Where guests do registry
• Where guests receive map of the House,
included the relevant information of the
Journey in back side.
• Two table with 4 PGs to take care this corner

19. Consultant corner
• Where moms can get useful advice from
professional to learn more about kid caring and
health.
• There are 8 tables with 16 doctors with helps
from PGs to do consultant.

20. Branding corner
• Where guests can find more information
about ESS and MJ
• Sale corner: sell directly the products of MJ
with special offers
• Release leaflets

21. Let’s go to the second room…
After getting The Smart Nutrition Key in first room,
guests can go and open the second room

22. Smart Symphony room
• Where kids and moms can enjoy
the musical atmosphere.
• “Touch” and “feel’ Music to
stimulate kids’ development.
• Included 3 corners: Real
Experience, Consultant (inside),
Musical games (outside)

23. How to invite guests come to room
• Two mascots related to Music included
Musical Note Mascot, Musical Instrument
Mascot (e.g. guitar, violin).
• They will make noise to attract people
and also play with kids

24. Real Experience Corner
Where children can joyfully play with real musical
instruments such as Violin, Guitar, Drum, Flute.
Moms and dads can join with them and teach
them how to play
Besides, there are some CD players with
headphone to let them enjoy real songs.

25. Consultant corner
• Where guest can get advice to stimulate kids
by Smart Music in Smart Way at Smart time.
• The professional plays role as
bandmaster to introduce and provide
useful information related to Smart
Symphony.

26. There are 3 games related to
Music, included Collect the
right Musical Notes, Guess
a song by listening its
melody, and Correct the
sound of music
When finish , they will receive A
Smart Symphony Key to
enter the next room
Musical games

27. Collect the right Musical Notes
• There is a stave in the wall,
without Musical Notes.
• Kids must choose right
Musical Notes from basket to
put in the Stave.
• Kiddy design for Musical
notes.

28. Guess a song by listening its melody
• Musician/ CD player will play a melody of song, kids and moms must
guess which song is performing.
• Choosing answers by raising the hand
• Must sing that song to get the Key.

29. Correct the sound of music
• The T’rung will be redesign by using
Steel material.
• There are 6 tubes with 6 different
colours
• Kids will play this T’rung as the
requests from PG with helps from
moms.
• The sound of music plays right, kids
will be win.

30. Let’s go to the third room…
After getting The Smart Symphony Key in second
room, guests can go and open the third room

31. Smart Play Room
• Where kids and moms can get fun,
enjoyable and comfortable when playing
games.
• Especially, kids can
 Interact with other kids through educational
toys and games
 Interact with friends in healthy physical
games.
• Includes 3 corners: Consultant, Freedom
Playground (inside), Playing games (outside)

32. How to invite guests come to room
• Two mascots related to sport
included Ball Mascot, and Lego
Mascot
• They will make noise to attract
people and also play with kids

33. Consultant corner
• Professionals will give advice how to
stimulate kids through playing games

34. Freedom playground
Here is corner for smaller kids to play by
themselves with some easy toys such
as Lego, rocking-horses, ball house etc.
Also, this is area for creative games such
as drawing, painting.

35. Playing games Corner
• There are 4 games to help kids develop both physical and intellectual
factors , included Jigsaw puzzle, Golf, Ball throwing, Build up
dreams .
• When finish , they will receive A Smart Play Key to enter the next room

36. Jigsaw puzzle
• Playing by teams ( 2 kids)
• Kids must creep in the tunnel, then pass over a small hill to get a piece
of Big Picture.
• Put on board in right place with the helps from moms
• When each kid finish, another one will start to play.
• Finishing the picture in 5 minutes, is win.
• There are 9 pieces of picture.

37. Golf
• Create an opportunity for kid to play golf.
• Kids use golf-clubs to hit golf ball into the
hole.
• A small golf-course will be set up with
some famous images of Vietnam such as
Ben Thanh market, Thap But (Ha Noi)
• Kids will win when pass over all holes.

38. Ball throwing
• Kids will throw small balls to moms.
• Moms use the Big Enfa can/ Basket to
get the ball.
• Getting 5 balls is win.

39. Build up dreams
• Using sand to let kid play
• They can build anything from
sand, with help from moms
• When kids build up something,
they get the Key for next room

40. Let’s go to the fourth room…
After getting The Smart Play Key in third room,
guests can go and open the fourth room

41. Smart Language Room
• Enhancing the child’s ability to express his thoughts and ideas
better, thus enhance social skills to facilitate success in life.
• Build up games based one:
 Storytelling
 Reading
 2nd Language
• There are 3 corners: consultant, never-ending story, game
corner

42. How to invite guests come to room
• Two mascots related to
Language included Book
Mascot, and E letter
Mascot
• They will make noise to
attract people and also
play with kids

43. Consultant corner
• Professionals will give advice
how to stimulate kids through
reading, story-telling, and
learning second language

44. Never-ending story corner
Kids can listen to stories and read books here with friends and special
characters in kid story.
We also invite great authors of kid books to come and talk to children.
The authors could read their books to the kids and give them gifts.
There will be a quiz like finishing
the story or asking about some
elements of the story they have
been read.

45. Game corner
• This is area where kids can play some interesting games related to
languages.
• There are 2 games: Go Fishing, Go Supermarket
• When finish, kids will get the Smart Language Key to enter the Honor
Land.

46. Go fishing
• Provide kid a fishing-rod
• Kids will get right Letter from Letter Lake,
with helps from moms
• Letters will build up a Word when
gathering.
• The Word will be requested from PG.

47. Go supermarket
• Kids and moms will go to
supermarket and choose the right
letters.
• Those letters have right image of
items that are ordered by PG.

48. Now you have enough 4 Smart Keys

49. The Honor Land
This is where all the kids who get enough 4 Smart Keys after experiencing in 4
rooms will be awarded with Enfa gifts and ESS-smart kid certificate.
SMART KID
CERTIFICATE
This certified to:…
Who with his/ her smart
has successfully
experienced and passed
all the contests of Smart
Symphony, Smart Play,
Smart Language to be one
of the Smart-Kid of ESS
Club.
Note: ESS-Smart Kid Club could be developed nationwide as a post launch activity to build
strong bond between kids and ESS; and to strengthen, maintain the ESS awareness
among consumers.

50. The Honor Land
• Each hour, kids who have enough 4 Keys will be invited to come up
stage to get awards.
• 30 Kids will be get awards in the same time.
• During the Honor Moments, there are some interesting performance in
stage to attract and entertain guests

51. Is that enough?

53. Smart Parade
• Each hour, there is a
special parade of
all mascots in each land,
moving around venues
with funny & kiddy music.
• Kid could easily join and
have fun in this unique
parade

54. Lucky Draw
All kids awarded certificated of “
Honored Enfa Kid” have a chance to
join lucky draw to pick out their
special gift ( door- gift)

55. Program flow for overall event
No Time Particular Description
1 08:30 -09:00 Opening
ceremony
Kids welcome performance
2 09:00 -12:00 Event activities Games, consultant, photo –taking, sale, honor
moments, stage entertainment
3 12:00 -13:30 Break time Stage entertainments, stop all games
4 13:30–16:30 Event activities Games, consultant, photo –taking, sale, honor
moments, stage entertainment
5 16:30 -18:00 Smart Parade All mascots concentrate and go around venue, go
with Smart kids
6 18:00- 18:30 Break time Stage entertainment, stop all games
7 18:30 -21:00 Event activities Games, consultant, photo –taking, sale, honor
moments, stage entertainment
8 21:00 -21:30 Lucky Draw
9 21:30 - 22:00 Prepare for
stopping

56. Program flow for all areas
N
o
Time S Nutrition Room S Symphony
Room
S Play Room S Language Room
1 08:30-
09:00
Attract guests come to
visit
Attract guests come to
visit
Attract guests come to
visit
Attract guests come to visit
2 09:00
-12:00
MJ Sale, consultant,
ESS introduction
Game playing,
consultant, real
musical experience
Game playing,
consultant, freedom
playground
Game playing, consultant,
never-ending story
3 12:00-
13:30
Operate with half-scale Consultant, Real
musical experience
Consultant, freedom
playground
Never-ending story (no story-
telling), consultant
4 13:30-
16:30
MJ Sale, consultant,
ESS introduction
Game playing,
consultant, real
musical experience
Game playing,
consultant, freedom
playground
Game playing, consultant,
never-ending story
5 16:30-
18:00
(time for
Parade)
Operate with half-scale Consultant, real
musical experience
Consultant, freedom
playground
Consultant, never-ending
story ( no story-telling)
6 18:00-
18:30
Operate with half-scale Consultant, real
musical experience
Consultant, freedom
playground
Consultant, never-ending
story ( no story-telling)
7 18:30
-21:30
MJ Sale, consultant,
ESS introduction
Game playing,
consultant, real
musical experience
Game playing,
consultant, freedom
playground
Game playing, consultant,
never-ending story
8 21:30
-22:00
Prepare for stopping Prepare for stopping Prepare for stopping Prepare for stopping

57. Program Flow for stage (the Honor Land)
No Time Particular Description
1 08:30 -09:00 Opening ceremony Kids welcome performance
2 09:00 -10:00 Kiddy Music Open kiddy songs for entertainment
3 10:00- 10:30 Honor Moment Kids come up to stage, get awards
4 10:30–11:30 Magic performance Magic show with funny and kiddy performance
5 11:30 -12:00 Honor Moment Kids come up to stage, get awards
6 12:00- 13:30 Music performance Kids performance
7 13:30 -14:00 Honor Moment Kids come up to stage, get awards
8 14:00 -15:30 Cartoon films Short and funny cartoon films
9 15:30 – 16:30 Honor moment Kids come up to stage, get awards
10 16:30- 18:00 Honor Parade All Smart kids and all mascots will concentrate in stage and go
around venue together
11 18:00 -19:00 Cartoon films Short and funny cartoon films
12 19:00 -19:30 Honor Moment Kids come up to stage, get awards
13 19:30 – 20:30 Music performance Kids performance
14 20:30 -21:00 Honor Moment Kids come up to stage, get awards
15 21:00 -21:30 Lucky draw
16 21:30 -22:00 Prepare for stopping

58. your event is so Coollllllll
How u let people
know about it?
Whoa
!!

59. TEASING
• Pre-event activities:
• Send invitation letters/ leaflet in kindergartens, etc
• Horizontal banners to inform the event
• Multi-media facilities
• Forum spreading.

60. TEASING
• In-event activities:
• An impressive design the House ( by
Big Pinwheels and colourful Balloons)
• 2 Enfa Mascots to attract people

61. Thank
You