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Sociocamp 2015 Grand Finale Slides

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This is our slides for Sociocamp 2015 Grand Finale. Our objective was to reduce use of harmful plastic water bottles. It was a fun yet challenging competition. With the Grace of Almighty, we Team Dexters became the champion of it. Enjoy. :D

Published in: Environment
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Sociocamp 2015 Grand Finale Slides

  1. 1. PREPARED FOR TEAM DEXTERS
  2. 2. 2 WE WILL DIE
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. 8
  9. 9. 9 ANALYSIS SITUATION Recycling 43% of the plastic products are used once only and thrown away. 37% of the total plastic waste collected are recycled. Percentage Contribution to Total Waste Usage 5-6kg per capita per year. 12% of the total waste generated is from plastic.
  10. 10. 10 ANALYSIS SITUATION Financial EffectEnvironmental Effect
  11. 11. 11 ANALYSIS SITUATION Let’s reuse! This bottle has greater potential It’s obsolete OUR TARGETCURRENT MINDSET Change in perception It’s only a bottle
  12. 12. 12 TARGET GROUPS 1 2 3 DHAKA REGION KNOW LITTERING IS HARMFUL BUT DOES NOT ACT SOCIO ECONOMIC CLASS A and B TARGET GROUP
  13. 13. 13 BIG IDEA 1 2 3 4Give bottle a new Life by reusing Humanize the bottle to tap emotions Ensure a sustainable solution Reuse to make Plastic goodies A POSTIVE BEHAVIORAL CHANGE
  14. 14. 14 CAMPAIGN LOGO GOES WITH CAMPAIGN EASY TO UNDERSTAND REINFORCES CAMPAIGN MESSAGE COHERENT COLORS
  15. 15. 15 CAMPAIGN TAGLINE REFLECTS CAMPAIGN MESSAGE HAS A CALL FOR ACTION EMOTIONAL APEAL EASY TO REMEMBER
  16. 16. 16 CAMPAIGN PHASE 01 02 03 AWARENESS PHASE EDUCATE PHASE ACTION PHASE HYPE GENERATION TEASER:CREATE INTEREST DURATION: 1 MONTH EDUCATE BEHAVIOUR CHANGE DURATION: 11 MONTHS PROVIDE RESULTS REINFORCE DURATION: 1 YEAR
  17. 17. 17 AWARENESS PHASE
  18. 18. 18 Billboard AWARENESS PHASE TOUCH POINTS SHAHBAG BANANI UTTARA
  19. 19. 19 Grab attention Trigger emotion Cover a large area Act as moving awareness media 2 3 1 4 AWARENESS PHASE
  20. 20. 20 Grab attention Trigger emotion Cover a large area Act as moving awareness media 2 3 1 4 AWARENESS PHASE
  21. 21. 21 Portray harmful effects Focus on the big idea Engage people, touch point of target market Share content regularly 2 3 1 4 AWARENESS PHASE Fulfill a bottle’s dream
  22. 22. 22 TVC AWARENESS PHASE EMOTIONAL APEAL CALL FOR ACTION BOTTLE IS MORE THAN TRASH REFLECTS CAMPAING MESSAGE
  23. 23. 23 EDUCATE PHASE
  24. 24. 24 Simple and easy to use Crush a bottle: Get a token 50 token submit: Gift items Placed in touch points 2 3 1 4 DEPOSITING CAN
  25. 25. 25 Target Number Of Bottles To Be Carried: 460800 FOOTPRINT CARBON COMPRESSED=800 NON COMPRESSED=200
  26. 26. 26 FOOTPRINT CARBON COMPRESSED=24 NON COMPRESSED=96 Trips to factory per month
  27. 27. 27 FOOTPRINT CARBON COMPRESSED=3162kg NON COMPRESSED=12762kg Co2 emission 5.5kg per trip 5.5kg per trip
  28. 28. 28 FOOTPRINT CARBON COMPRESSED=146 NON COMPRESSED=582 Trees required
  29. 29. 29 Billboard EDUCATE PHASE TOUCH POINTS SHAHBAG BANANI UTTARA আপনার হাতেই শুরু একটি ব ােতের স্বপ্ন পূরতের পথচো
  30. 30. 30 PRINT ADS EDUCATE PHASE TOUCH POINTS SOCIAL MEDIA GROCERY STORES NEWSPAPERS
  31. 31. 31 PRINT ADS EDUCATE PHASE TOUCH POINTS SOCIAL MEDIA GROCERY STORES NEWSPAPERS আপনার হাতেই শুরু একটি ব ােতের স্বপ্ন পূরতেরপথচো
  32. 32. 32 ACTIVATION CRUSH A BOTTLE Will create a buzz and hype on offline And online Target college and Universities like NSU, IUB, BRAC, NDC Engage buzz agents Winners will get a prize item A competition with booth Who can crush bottle fastest
  33. 33. 33 PACKAGING INNOVATION Reusing manual Indicate possible ways to reuse it Reuse bottles to give a new life During the educate phase A small manual attached with the bottle 2 3 1 4
  34. 34. 34 A mobile van with mechanical trash cans attached and half transparent People will drop their bottles in the cans and input their names on screen Message from monitor and incentives Picture taken by camera and directly uploaded via Facebook page
  35. 35. 35 They are recognized as responsible citizens helping to make the dreams come true The recognition on social media acting as an incentive will result in behavioral change People tend to show a positive image on social media will share on their profiles which will lead to a buzz .The photos are posted on the Facebook event page everyday using # tag
  36. 36. 36 #dreamofabottle Step 3 The items will be judges mainly on the Creativity and social media response Step 2 Post it on event page with #storyofabottle and share via that page Step 1 With a plastic bottle make something useful and very creative Final Step Best items are exhibited and winners get attractive Walton phones as prizes
  37. 37. 37 BOTTLEBAG CHALLENGE Will create a buzz and hype on social media Collect used bottles in a transparent bag Post 10 second video on Face book and nominate 5 other friends to do the same Put them in the nearest trash cans and properly dispose using the lever
  38. 38. 38 CAMPAIGN AMBASSADOR Create great awareness Leverage goodwill of the celebrity to spread campaign message Promote message “ Help fulfill a bottle’s dream: Save the environment in social medias 2 3 1
  39. 39. 39 ACTION PHASE
  40. 40. 40 RESULTS Message in packaging: I was a bottle Help to relate campaign from the beginning End products made with bottles 2 3 1
  41. 41. 41 Billboard ACTION PHASE TOUCH POINTS SHAHBAG BANANI UTTARA
  42. 42. 42 CAMPAIGN GIVE A LIFE Turn bottle into spray, light, push tubes Reuse the bottle give a new life One month long campaign A package with return of 10 bottles 2 3 1 4 FULFILL MY DREAM
  43. 43. 43 CAMPAIGN FULFILL A DREAM Ensure positive behavioral change
  44. 44. 44 EXHIBITION Engage the underprivileged Make beautiful artefacts from used bottles Exhibition to sell those artefacts Empowering the underprivileged Create good perception and reinforce Campaign message স্বপ্ন পূরে
  45. 45. 45 EVERY BOTTLE HAS A STORY EXHIBITION
  46. 46. 46 EVERY BOTTLE HAS A STORY EXHIBITION
  47. 47. 47
  48. 48. 48 TIMELINE YEAR 1 YEAR 2 Quarter 1 Quarter 2 Quarter 3 Quarter 4 Quarter 5 Quarter 6 Quarter 7 Quarter 8 Social Media Celebrity Endorsement Give a Life Print Ads Billboard Posters TVC Bottle Van Exhibition RDC Activation
  49. 49. 49 T V C - E A C H Q U A R T E R Channel Name Duration Rate Play times in 90 days Total Ntv 30 sec Tk 25,000 90 Tk 22,50,000 Channel I 30 sec Tk 23,000 90 Tk 20,70,000 BUDGET SCHEDULING P R I N T A D S - E A C H Q U A R T E R Company Rate Print in 90 days Total Daily Prothom Alo Tk 14500 2 times/ week Tk 3,48,000 Daily Star- Shout Tk 12500 2 times/ week Tk 3,00,000 R D C - E A C H Q U A R T E R Channel Name Duration Rate Play times in 90 days Total Radio Foorti 30 sec Tk 2,000 720 Tk 14,40,000 Radio Today 30 sec Tk 1250 720 Tk 9,00,000
  50. 50. 50 MASTER BUDGET Serial Items Cost (taka) 1 Social Media 5,80,000 2 Activation 5,00,000 3 Give a Life 24,00,000 4 Print Ads 32,40,000 5 Billboard 60,00,000 6 Posters 34,00,000 7 TVC 1,72,80,000 8 Bottle Van 25,00,000 9 Exhibition 6,00,000 10 RDC 93,60,000 11 Recycle Bin 25,00,000 12 Miscellaneous 5,00,000 Total 4,88,60,000
  51. 51. 51 Tk 4,88,60,000 TOTAL CAMPAIGN COST
  52. 52. 52 Target Population within range: DESIRED TOTAL REACH Cost of reaching each customer: 31,386,313 (approx) 18,831,787 (approx) tk 2.59/ person MONITORING
  53. 53. 53 MONITORING Surveys Perception of people TOMA Periodic Market Research Rate of Littering
  54. 54. 54 SAMPLE SURVEY QUESTIONS 1) Have you heard about the campaign “একটি ব ােতের স্বপ্নপূরে”??? 2) Do you remember the message of the campaign? 3) Have you participated in any part of the campaign? 4) Do you still litter/dispose the bottle properly?
  55. 55. 55 CONTINGENCY PLAN POSSIBLE OUTCOMES CONTIGENCY (AGGRESSIVE) -More research and new activities, more frequency and reach SUCCESS NO CHANGE CONTIGENCY PLANS FAILURE Design contingency plan based on the EVALUATION
  56. 56. THANK YOU QUESTIONS?
  57. 57. 57 Bottles per Truck 800 200 Trips to factory per month 24 96 CO2 Emission per Trip 5.5 kg Trees Required 146 trees 582 trees CO2 Emission In 2 years 3168 kg 12,672 Compressed Without Compression 5.5 kg Target Number Of Bottles To Be Carried: 460800 FOOTPRINT CARBON

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