This document proposes an environmental communications campaign called "Wanna be an Eco-Hero?" aimed at raising awareness about environmental issues among children in Vietnam. The campaign would include a press conference, eco-hero contest, eco-roadshow, eco trips, and eco festivals featuring activities like games and exhibitions. The goals are to educate children about protecting the environment and promote the brand of sponsor GroupM. Kantana, an animation studio, would help spread the message through their movie "Echo Planet" about global warming.

1. WANNA BE AN ECO-HERO?
AN ENVIROMENTAL COMMUNICATIONS CAMPAIGN
Proposed by: In cooperation with:

2. Table of contents
1. Do you still hear birds singing?
2. What are we doing to save our planet?
3. “Wanna be an Eco-Hero?” Campaign
• Target Audience
• Objectives
• Activities
• PR
• Sponsorship benefits
1. When & What are the costs?
2. How about merchandising?

3. Do you still hear birds singing?
• Pollution
• Climate change
• Greenhouse
• Ice melting
• Global warming phenomenon
 Rarely we can hear birds singing in our places
 URGENT ACTION NEEDED!!!

4. What’re we doing’ to save our planet?

5. About Kantana
• Kantana Group Ltd. (PCL) handles the
production and the creation of computer
graphics and animation for both local and
international clients.
• Our work has been widely recognized by the
general public.
• The first 3D animated movie ever released in
Thailand was proudly produced by Kantana:
named Khankluay (Part 1) and not long after,
Khankluay (Part 2) was produced.
• The movie has received many honorable
awards from the government.
• This time, Kantana developed a new 3D
& 4D film called “Echo Planet”

12. 2012
Kantana & the movie Echo Plane

13. The content of this animation movie talks about global
warming: caused by direct human action. The film
focuses on youth participating in the story, where they
act as creators, performers and convincers to help
protect the environment, community life and the most
importantly Vietnamese culture.
The film was made through the ideas and creativity of the
Thai & Viet Namese people, by Kantana team at its own
Studio, where it has proven to be accepted by all the
Thai & Vietnamese young people across the 2 countries.

14. ““Little heroesLittle heroes...Protect environment”Protect environment”

15. รูปแบบกิจกรรมโครงการ
SYNOPSISSYNOPSIS
The nature is talking to us…. through the wind, trees, melting
ice and disasters…. We however never stopped and
listened….
Join the adventure of Jorpe and Norva, two Karen siblings
from the deep jungle in Northern Vietnam, to the chaotic
mega city to save the world from an unexpected disaster.
Jorpe is a gifted kid able to speak to the nature while Norva
is an expert of herb and Karen martial arts. Both met Sam,
son of President of Capital State, who came to Vietnam for a
Scout camp and got lost in the foggy forest. Their friendship
started when Sam was saved by the two Karen friends.

16. รูปแบบกิจกรรมโครงการ
SYNOPSIS (cont’d)SYNOPSIS (cont’d)
At the same time, excessive global warming has brought
about BUCT heat devil who have quickly expanded and
done a lot of damage by consuming energy all over the
world. To fight this crisis, world leaders decided to use the
weapon called ‘Cool Bomb’ to deal with the BUCT devil.
Only Jorpe, Norva and Sam know that is not the right
answer. Cool Bomb could forever destroy mankind. The
only way to rescue everyone from this crisis is to stop using
energy!!
There is not much time to stop Cool Bomb and BUCT.
If they fail, it means the end of life!!

17. A cute 14 year old Karen girl and Jorpe’s older sister.
She knows all of the ancient Karen wisdom and is an
expert at surviving in nature. She also has special
Knowledge of herbs and natural medicine which
she learned from her grandmother. Norva is a
sensitive girl but the same time she can also be
pretty tough! She’s not afraid of anyone and she
knows Karen martial arts that would intimidate any
man!

18. A three year old boy with a special
power. He can communicate with
animals, plant and anything else in
nature, and he does this by
bumping his head against them!
Jorpe has a kind of six sense.
Whenever there is trouble brewing
he will know before other people
because he can read the signs
which show in nature.

19. SamSam......The son of the President of the Capital state,
the most powerful country in the world. Sam is
super confident in himself. Some might even
say arrogant! He want to be just like his father
who is his ultimate hero. Sam love adventure
but he’s never really been able to get his
hands dirty because whatever he does he
always has the latest high-tech gadgets to
help him out.

20. รูปแบบกิจกรรมโครงการ
These characters are the role model for next generations :
they are full of energy and spirit to help protect the environment
…so that nature will stay with us for the rest of our lives

22. “WANNA BE A ECO-HERO” CAMPAIGN

23. Target Audience
• Primary Target:
– Kids from 5 to 12 years old
– Parents of kids from 5 to 12 years old
• Secondary Target:
– The government
– Local authorities
– The press
– The public

24. Objectives
• Raise awareness about environmental issues for
the children of Vietnam, therefore, turn into their
action in their everyday activities
• Call for public attention about the campaign, thus,
they contribute more to protect the environment in
various ways
• Enhance the brand awareness of GroupM
• Strengthen the GroupM’s strong eco-values and
commitment to environmental conservation
• Use the movie “Echo Planet” to strongly spread the
campaign message among the kids, their families,
the press and the whole society.

25. Activities
Eco
Festival
Press
Conference Eco-Hero
Contest
Eco-
Roadshow
Eco
Trip
Wanna be an
Eco-Hero?
Start here 

26. Press Conference
• Objectives:
– To introduce about the “Wanna be an Eco-Hero?”
Campaign
– To inform about and launch the “Eco-Hero
Contest”
– To raise brand awareness about GroupM and its
core values, commitment and activities in Vietnam
and in the world
– To introduce about the movie Echo Planet that will
be showed in the cinemas in Thailand and
Megastar system in Vietnam

27. Press Conference
• Location:
– Daewoo Hotel, Hanoi
• Timing: 12th
September 2012
• (05th
Sep: Inform to schools)

28. Press Conference
• Participants: 120 people
– Ministry of Culture, Sports & Tourism (MCST)
– Ministry of Science & Technology (MOST)
– Ministry of Education & Training (MOET)
– The Ho Chi Minh Youth Union
– The Ho Chi Minh Pioneer Association
– Rectors of selected schools
– Newspapers, magazines
– TV Channels (VTV1, HTV7, VTC9, ANTV, HanoiTV,…)
– Radio Channels (VOV, XoneFM…)

29. Press Conference - Design
Backdrop

30. Press Conference - Design
Welcome Banner

31. Press Conference - Design
Standee Vertical Banner

32. Press Conference - Design
Invitation

33. Eco-Hero Contest
• Content:
– A contest about environment awareness (quiz about
environment, drawing, photography, writing scripts,
making toys, landmarks by recycled bottles, cans,
boxes, photos about environment…)
• Mechanism:
– Inform selected primary schools
– Inform to the public on newspapers, website, radio, TV,
LCD system
– Participants send their contest works directly to the
contest board of management

34. Eco-Hero Contest/Selection
• 1st
phase: On 15 Oct, we announce winners who
will receive invitations to the 1 day Eco Scout Trip
(to Can Gio Forest in the South and Cuc Phuong
Forest in the North) on 28 Oct & 04 Nov ‘12
• 2nd
phase: On 08&15 Nov, we announce winners
who will receive rewards including tickets to see
the movie at Megastar and scratch cards having
chances receiving gifts at the Eco Festival
• 3rd
phase: On 22 Nov, we announce winners who
will have chances perform in the Eco-Hero Show
and/or displayed the works in the exhibition on the
2 day Eco Festival and receive Eco-Hero symbol
badges and the movie tickets.
• Expected number of kids participated: 10,000 kids
from 5 to 12 years old

35. Eco-Hero Contest/Winners
Announcement 2nd
phase

36. Eco-Hero Contest/Winners
Announcement 2nd
phase

37. Design
Uniform (T-shirt)

38. Design
Backdrop

39. Design
Welcome Banner

40. Design
Standee

41. Design
Leaflet Poster

42. Design
Invitation

43. Eco Roadshow
• Activities:
– On 23th September (the North) & 30 September (the
South), Eco branded trucks with Mascots characters and
little singers singing and dancing on
– 100 kids riding bicycles with Recycle Bin to pick rubbish
on the street
– 900 parents walking for the environments to support
their kids
– Raise an environmental fund
• Location:
– Main streets in Hanoi and Ho Chi Minh city

44. Eco Roadshow
• Participants: 5,000 in each city
– Kids in some selected schools and their parents
– MCST, MOET, MOST
– Volunteers from the Youth Union
– The Ho Chi Minh Pioneer Association
– The sponsor
– The press
• Timing: 23&30 September 2012
• (Remind about the Eco-Hero Contest)

45. Eco Roadshow - Design
Uniform (T-shirt)
Hat

46. Eco Roadshow - Design
Bicycle

47. Eco Roadshow - Design
Backdrop

48. Eco Roadshow - Design
Welcome Banner

49. Eco Roadshow - Design
Vertical Banner Standee Poster

50. Eco Roadshow - Design
Invitation

51. Eco Trips
• Objectives:
– To give chances for kids to experience the life in the national
preservation parks, understand about trees and species in
the jungles
– To have teamwork activities and game
– Chances for kids to learn self confidence and independence

52. Eco Trips
• Game 1:
Treasure
Hunt
• Game 2: Break Code

53. • Location:
– Can Gio Forest/Mot thoang Viet Nam (Ho Chi Minh City)
– Cuc Phuong National Park (Ninh Binh)
• Participants: 460
– Winners from the 1st
round (200 in the North, 200 in the
South)
– Volunteers from the Ho Chi Minh Youth Union helping kids
– The press
• Timing: 28 Oct & 04 Nov 2012
Eco Trips

54. Eco Trips - Design
Uniform (T-shirt) Hat

55. Eco Trips - Design
Backdrop

56. Eco Trips - Design
Welcome Banner
Ribbon

57. Eco Trips - Design
Standee Vertical Banner

58. Winner Announcements
• Winner Announcement 2 on 08&15 November: we
announce winners who will receive rewards
including tickets to see the movie at Megastar and
scratch cards having chances receiving gifts at the
Eco Festival
• Winner Announcement 3 on 22 November: we
announce winners who will have chances perform in
the Eco-Hero Show and/or displayed the works in
the exhibition on the Eco Festival and receive Eco-
Hero symbol badges and the movie tickets.
  to prepare for the Eco Festival on 01-02 & 08-09
December 2012

59. Eco Festivals
• Location: Thao Cam Vien (The South) and Bach
Thao (Botanic Garden – The North)
• Activities
– Tents for Exhibition of the Eco-Hero-Contest results
– Environmental games
– Planting trees & flowers to bring home
– Eco Factory
– Drinking water using paper cups, exchange cups for
gifts
– Eco-Hero show (music, puppetry & eco-fashion)
– Award the high ranking winners
• Timing: 01-02 December 2012 (The North)
08-09 December 2012 (The South)

60. Eco Festival

61. Eco Festivals
• Participants: 2,000 kids in each location
– Kids in some selected schools
– Winners of the final round
– Celebrities
– MCST, MOST, MOET
– The Ho Chi Minh Pioneer Association
– Volunteers from the Ho Chi Minh Youth Union
– Volunteers from the Art University (HN & HCMC)
– The sponsor
– Kantana
– The press
And visitors to the Parks on those
Saturday and Sunday

62. Eco-Festivals
• Stage Backdrop

63. Eco-Festivals
• Main Stage

64. Eco-Festivals
Standee Vertical Banner

65. Eco-Festivals
Certificate Balloon

66. Map for Eco-Festivals
Eco - information Eco - soundEco - puzzle
Eco - draw
Eco - ACTION
Eco - factory


67. How to invite guests?
• Mascot will invite guests
• Make noise to attract people and
also play with kids

68. Eco-Information Corner
• Where guests can find more information
about environment and sponsors
• Release leaflets

69. Eco-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 tables with 4 PGs to take care this
corner

70. Eco- Sound
• Play sound and child will
guest
• Option 1:
• 4 touch screen desktop, child
will touch to get the right
answer
• Option 2:
• One backdrop with small
picture above
• Child hear sound and run
to the picture
• Winners will receive gifts and
coupons for collection to get
movie tickets (1 coupon)

71. Eco-Puzzle
• Questions about environment
• Winners will receive gifts and
coupons for collection to get
movie tickets (1 coupon)

72. Rewards
Badges

73. Eco-Draw
• Winners will receive gifts and
coupons for collection to get movie
tickets (2 coupons)

74. Eco-Draw

75. Eco Factory
• Show the images and clips of the project
and of the sponsors’ environmental
protection activities in the LED screen
• A branded counter to provide information
about the sponsors and the leaflet of the
campaign
• Winners will receive gifts & coupons for
collection to get movie tickets

76. Eco Factory
• To display winners 3rd
phase’s
products of the contest

77. Eco- Action
• Some activities to protect the environment

78. PR Plan
• Press conference
• Media List

79. Press Conference Phases
Press Releases
Press Conference Media Coverage
Editorials

80. PR - Media List
1. Muc Tim
2. Lao Dong
3. Saigon Times Daily
4. Hoa hoc tro
5. Thanh Nien online
6. Nhi Dong
7. Thieu Nien Tien Phong
8. Rua Vang
9. Thuong Mai
10.Dien Dan Doanh Nghiep
11.The Gioi Moi
12.Tin Tuc
13.The Gioi Phu Nu
14.Tiep Thi & Gia Dinh
15.Tien Phong

81. 23. Doanh Nhan Saigon
24. VN Express
25. Dan tri
26. HTV7
27. VTV1
28. ANTV
29. An ninh Thu Do
16. Thi Truong
17. Tu Van Tieu Dung
18. Saigon Tiep Thi
19. Nguoi Lao Dong
20. Thanh Nien
21. Tuoi tre
PR - Media List

82. PR - Media Coverage
 News: 20 news coverage on the event
 TV news/ Features: VTV1, HTV7, ANTV (360o Green)
 Informecial/ Advertorial/ Editorial/ Testimonial : 176 Article
 Print Ads: 80 Pieces
 Online Ads: 46 Banners
 Social Media: 02 forum seeding + 01 facebook fanpage/ads

83.
W1
T5/2012
W2
T5/2012
W3
T5/2012
W4
T5/2012
W1
T6/2012
W2
T6/2012
W3
T6/2012
W4
T6/2012
W1
T7/2012
W2
T7/2012
Campaign
Pre-launching Launching Period Post-launching (Remind & Review)
Eco-Contest
Introduction at
Schools
Press Conference
Eco-Roadshow
5 June: International
Environment Day
1st
Winner
Announcement
Eco-Trips
Reach
&
Frequency
Low Medium Heavy Low Medium Heavy
TV
01 TV
News
06 TV news 3 TV news
Print ads 05 20 05 10
Online ads 02 12 04 08
P.R Offline 05 10 news coverage on the event 10 15
PR Online 03 05
10 news coverage on the event
15 article
03 05 20
Social Media Seeding 02 Forum + Facebook Content Management Fee + Facebook Ads

84.
W3
T7/2012
W4
T7/2012
W1
T8/2012
W2
T8/2012
W3
T8/2012
W4
T8/2012
W1
T9/2012
W2
T9/2012
W3
T9/2012
W4
T9/2012
Campaign
Post-launching (Remind & Review)
Film Review
2nd
Winner
Announcement
3rd
Winner
Announcement
Eco-Festival Megastar Release Film Review
Reach
&
Frequency
Medium Heavy Medium Low
TV 01 TV News 06 TV News
Print ads 10 10 20
Online Ads 08 12
P.R Offline 10 10 20 05
PR Online 10 10 30 05
Social Media Seeding 02 Forum + Facebook Content Management Fee + Facebook Ads

85. PR Online
Online Ads

86. PR Online Booking
Pageview/month: 484,105,584
Visitor/month: 78,010,146
Time on site: 9’56”
Northern Vietnam: 50%
Southern Vietnam: 30%
Readers: All readers (23 – 35)
Pageview/month: 730,000,000
Visitor/month: 140.857.000
Time on site: 13’10”
Northern Vietnam: 40%
Southern Vietnam: 40%
Readers: All readers (25 – 34)
Pageview/month: 66,000,000
Visitor/month: 13,000,000
Time on site: 9’50”
Northern Vietnam: 40%
Southern Vietnam: 40%
Readers: 18 – 34

87. Online Ads Booking
Pageview/month: 484,105,584
Visitor/month: 78,010,146
Time on site: 9’56”
Northern Vietnam: 50%
Southern Vietnam: 30%
Readers: All readers (23 – 35)

88. Online Ads Booking
Pageview/month: 730,000,000
Visitor/month: 140.857.000
Time on site: 13’10”
Northern Vietnam: 40%
Southern Vietnam: 40%
Readers: All readers (25 – 34)

89. Online Ads Booking
Pageview/month: 66,000,000
Visitor/month: 13,000,000
Time on site: 9’50”
Northern Vietnam: 40%
Southern Vietnam: 40%
Readers: 18 – 34

90. PR Offline
Print Ads

91. PR Offline
Print Ads
Booking
Circulation: 120,000 copies
Frequency: Every Monday
Northern Vietnam: 18%
Sọuthorn Vietnam: 72%
Readers: 25 – 45 (Female)
Circulation: 120,000 copies
Frequency: Every Monday
Northern Vietnam: 50%
Sọuthorn Vietnam: 30%
Readers: 30 – 50 (Female)

92. PR Offline
Print Ads
Booking
Circulation: 22,500 copies
Frequency: 5 & 20 every month
Male: 30%
Female: 70%
Readers: 18 – 35
Circulation: 150,000 copies
Frequency: Everyday
Northern Vietnam: 60%
Sọuthorn Vietnam: 30%
Readers: 25 – 40

93. PR Offline
Print Ads
Booking
Circulation: 145,000copies
Frequency: Every Monday
Readers: tween, teen
Circulation: 150,000 copies
Frequency: six on week
Readers: tween

94. PR Offline
Print Ads
Booking
Circulation: 160,000copies
Frequency: Every Monday
Readers: tween, teen
Circulation: 40,000 copies
Frequency: Every Monday
Readers: tween

95. PR Offline
Print Ads
Booking
Circulation: 20,000 copies
Frequency: Everyday
Readers: Business Man
Circulation: 35,000copies
Frequency: twice on week
Readers: Business Man,Investor

96. PR Offline
Print Ads
Booking
Circulation: copies
Frequency:
Readers: Pupil, Student
Circulation: 145.000 bản copies
Frequency: third on week
Male:40%
Female: 60%
Readers: 20 – 40

97. PR Offline
Print Ads
Booking
Circulation: copies
Frequency:
Readers: all readers
Circulation: 468.000 bản copies
Frequency: third on week
Northern Vietnam:40%
Southern Vietnam: 40%
Readers: all readers

98. PR Offline
Print Ads
Booking
Circulation: 500.000 copies
Frequency: Everyday
Readers: All readers

99. TV News/ Features

100. TV News
TV Features
Booking
 HOW
• Provide information, products and scripts
for TV crews.
• Provide them with materials (catalogue,
press release, tech specs)
• Identify 2-3 target tech TV based on
influence, rating.
 EXPECTED RESULTS
• Transfers key messages to people through
TV that interest them after watching.
• Large publics will have a new experiences
with Echo Planet.
OBJECTIVES
• To introduce & educated large
publics about Echo Planet
 TARGET:
• 2 samples for kid’s media in turn
• VTV3
• ANTV
• VTV1
• HTV7

101. TV News
TV Features
Booking
TV News 60s
Logo/ Pop-up/ Panel 5s
Environment
Mass

102. TV News
TV Features
Booking
TV News 30s
Logo/ Pop-up/ Panel
5s or 10s
Logo Backdrop
30’ or live
Mass
News

103. TV News
TV Features
Booking
TVC 30s in Chao Ngay Moi
Logo/ Pop-up/ Panel
5s or 10s
TVC News 180s
Mass
News

104. Social Media

105. Social Media Fee
Facebook Content management: Week
Facebook Ads CPC
Facebook is a social networking service and website launched in
February 2004, operated and privately owned by Facebook Inc.[1]
As of February 2012, Facebook has more than 845 million active
users in the world and in 4 million users in Vietnam
Seeding Forum: 01 forum/ Week
Pageview/month: 6,700,000
Visit/month: 2,400,000
Time on site: 6’40”
Member: 18 – 55 (Parents) Seeding Forum: 01 forum/ Week
Pageview/month: 32,000,000
Visit/month: 8,100,000
Time on site: 7’20”
Member: 18 – 40 (Parents)

106. SPONSORSHIP BENEFITS

107. Sponsorship Benefits
1. Sponsorship's logo is to be placed on all
advertising media of the campaign:
•Television Programs and Cable TV
•Newspapers and Magazines
•Websites and other Online Media
•Movie theatres across the country
•Press Release for Echo Planet
•First Screening of Echo Planet to the media

108. Sponsorship Benefits
2. Sponsorship's logo is to be placed on all POSM of
the campaign:
•Logo on uniforms & hats for kids in the Eco-trips,
Eco-Roadshow and Eco-Festivals
•Vertical Banner, Leaflet, Posters, Invitation, Welcome
Banner, Backdrop, Tickets
•Street Banner – for Roadshow, Festival

109. Sponsorship Benefits
3. Sponsors will be engaged in TV programs in
promoting Echo Planet and in the News Program of
each channel:
- Let’s Café: VTC9
- Kids’ Channel: Sao TV
- Chao ngay moi : HTV7
- Women World and 360o Green: ANTV
- News: VTV1

110. Sponsorship Benefits
4. Others
•Sponsor will be engaged in TV program promoting the
movie Echo Planet
•Receive 500 movie tickets to promote sponsorship’s
merchandiser
•Screen Echo planet for 1 year, after the movie finished
screening at Megastar cinemas
•Most importantly, sponsor will be part of the first 3D
animated Film ever created in the Vietnamese history- as
to be called the Pride of Vietnam
•Announcement the name of sponsors in all campaign

111. WHEN & WHAT’RE THE COSTS?

112. The Timeline
Eco
Roadshow
Eco
Trips
Eco
Festival
Wednesday
12 Sep
2012
Eco-Contest
Introduction at
Schools
Wednesday 05/9
Sunday
23&30 Sep
2012
1st
Winner
Announcement
15 Oct
Sunday
28 Oct &
04 Nov
2012
2nd
Winner
Announcement
08&15 Nov
Sat-Sunday
01-02 Dec &
08-09 Dec
2012
3rd
Winner
Announcement
22 Nov
Press
Conference
15 December
Megastar
Release

113. Estimated Budget
Q’ty
Press Conference 1
Contest 2
Roadshows 2
Trips 2
Festivals 2
PR 1
TOTAL $1mil

114. WHEN & WHAT’RE THE COSTS?

139. Total Media Budget
• More than 2 million US$ (62 million baht) in Thailand
from April to August 2012
• An integrated campaign valued 1 million US$ in
Vietnam from early Sep to mid December 2012
• A strong PR & event campaign by Megastar

148.  More than $2 million in Thailand
 $1 million campaign in Vietnam
 A strong PR & event campaign by
Megastar

152. The cooperation
Youth Union
Pioneer Association
The Press
MCST
MOST
MOET
groupG
KANTANA
GroupM & Clients
SUCCESSES

153. THANK YOU!
Let’s save our planet together!

154. Please contact
Save paper, save life!
A1: Villa B55 Trung Hoa Nhan Chinh, Thanh Xuan, Hanoi
T: +84 4 3556 2095 - F: +84 4 3556 2094
A2: Suite 101, Building 123 Truong Dinh, Dist 3, HCMC
T: +84 8 3932 5951 - F: +84 8 3932 5953
W: www.groupg.vn