The document outlines a branding and marketing strategy for a campaign called "Arrive Alive" that aims to promote child safety restraints in vehicles. It discusses research findings which showed that many parents are ignorant of restraint laws. The objectives are to change attitudes towards restraints and educate parents on their importance. The creative strategy involves shocking executions like a torn doll to create fear and instill responsibility in parents for children's lives. The goal is to transform attitudes by appealing to emotions.

1. BRANDOLOPOLIS
Pioneers in communication excellence
22 May 2014

2. BRANDALOPOLIS TEAM
 MBOWENI D. Chair person
 MPELE P. CEO
 KUBEKA N. COO
 MPHEGO T.N.E Creative director
 GUMPO H. Strategic manager

3. Agenda
 Client
 Primary research
 Secondary research
 Research findings
 Strategic conceptualisation
 Objectives
 Brand
 Creative conceptualisation
 Budget

4.  Creative conceptualisation
 Budget
 Measurement

5. Most road users have shown ignorance regarding
restraints and car seats. This has led to death which
are made evident through head, neck and
abdominal part of the body. From this reason, it has
proven to be significant to introduce a culture that
ultimately aims to change the attitudes of road users.
Because of the above mentioned , this has led to
FINANCIAL BURDEN which has had a major impact
on the finances of government and local
communities.
Client brief

8.  ethnographic research
-all star pre-school
 Observations
-converse with parents in Savannah Pretoria
-Boksburg
 Focus groups
-parents
-children

9. Cont…..
 Netography
- twitter
- Facebook
- whatsapp

10. Secondary research

11.  Dahlen, M.,Lange, F & Smith, T. (2010). Marketing Communications, A Brand Narrative
Approach. UK: John Wiley and Sons.
 www.unicef.org
 www.lovelife.org.za
 www.hopefoundationafrica.org
 www.arrivealive.co.za
 www.saantam.co.za

12. Research Findings

15. So what….
 change attitudes of people toward the use of seatbelts to reduce fatalities
on the road.
 Educate (PARENTS) passengers and drivers about the importance of
restraining in the vehicle
 This will reduce the number of deaths and injury
 And it will be a less financial burden to government

16. Trends

17. Cont...
 Safe arrival of road users
 Advertisements instil fear
- e.g Speed Kills
 Raise awareness of the rules and regulations of the road users
- use Public Service Announcements (PSA)
- e.g Don’t Drink and Drive

18. Therefore…
 Do not scare the audience by showing harsh realities of not abiding to the
laws.
- using non-threatening messages
 Assure the audience that not abiding to the road safety measures has
consequences

19. Product category

20.  Public Service Announcement
 Short messages produced on film, videotape, audiotape etc.
 Inexpensive
- air time is donated
 Raise awareness of issues
 Effective
 Depend on donated time, sometimes they are not able to run on all media
outlets
 Therefore…
- create punchy, tagline messages that are memorable to the audience

21. Competitors

22.  Main competitors of Public Service Announcements
 LOVELIFE
- Address ones challenge and encourage youth to take steps in better life
- have short punchy taglines and striking black and white imagery
- e.g My future is up to me
- Billboards placed across South Africa

23. Cont…
 HOPE FOUNDATION
- Create projects that assist our country and continent gain a greater, shared
knowledge about the nations past.
- strengthen regional identities
- increase local participation in preserving projects

24.  UNICEF
- Child survival and development
- social policy and strategic leveraging
- education and child friendly schools

25. So what
 Learn from other competitors about what has worked for them and
applying it to the brand to increase reach and understanding of the
importance of child restraints.
 To reduce financial burden of increased deaths and injury severity

26. Stakeholders

27.  Parents
- Know about the law, but are ignorant
 Kids
- children do what they see not what they are told
 Local communities
 Government
- partnership with Arrive Alive
 Arrive Alive employees

28. Internal

29.  Employees know and live the brand
- Are aware of the consequences of not restraining in the car
 Abide to the rules and regulations of the road
 Motivated to live the brand
 Go an extra mile to spread the word about the importance of seat belts to
friends and family

30. So what...
 People are more attentive to messages from fellow family members or
friends
 Therefore Arrive Alive employees should continue to spread the word of
encouragement to their friends and family

31. Brand- ARRIVE ALIVE

32.  ARRIVE ALIVE is a great initiative
 Fear the brand because of the harsh messages
 Engage with the audience through tv, billboards, radio
 One way communication
 Audience use the brand indirectlty
- relate to it if only it affects them

33. Therefore...
 Use of alternative communication
 Two way communication
- To create relationships with the audience
 Educate more about the importance of wearing seatbelts
- Create more campaigns and projects with the audiences

34. Strategic conceptualisation

35. Strategic conceptualisation
 Insight found is that people know about the law and the importance of
strapping the child or the use of the seat belt, but are ignorant because
they find it unnecessary to strap their kids as they live by the philosophy that
it will not happen to me and because it can be time consuming.
 It would therefore be necessary to change the attitudes of parents towards
the child restraints and stress out the importance of putting on the seat belt
to parents.

37. Marketing objectives
 The marketing objective is that the campaign aims to achieve and create
a culture where the parents trap their kids wherever they go whether short
or long distance.

38. Communication objective
 Ensure increase of children restrained by 100%.
 Change the attitude of parents who don’t use restraints for their children by
100%.

39. Brand essence

40. Positioning statement
Your child’s fate at a sound of a click
it takes a second to restrain your child., so does it take a second for them to
die.
Parents need to acknowledge that they need to strap their kids everywhere
they go.

41. Brand story
 Across my body
 Secure my life
 Ensure my future
 Click to my destiny

42. Created in love

43. Welcomed…

44. Embraced…

45. Protected…

46. Future in your hands…

47. Life is valuable, doesn’t last forever…

48. Brand associations

49. Key stakeholders
 Parents
-they are influencers in their respective homes.
-they have the power to change situations.
-they are identified as change agents.

50.  Needs
-support
-safety
-love
-financial independence

51.  Wants
- financial independence
 Drives and motives
-religion
-culture/ ancestry
-family
-jobs/career
-community engagement

52.  Dialogue/conversation
-face to face interaction
-social networks 9facebook,twitter, whatsapp and emails.

53.  Attitude
- they are good parents
-traditional (expect children to be better than them)
-disciplined
-providers
-spare nothing
-multi identities

54.  Expectations
-to be appreciated
-to be listened to
-for their children to be more successful than them

55.  Multi identities
-parents
-colleague
-friend
-sibling
-child
-community leaders

56.  Interpretations of their experiences
-they are care givers of their families
-they give so much love
-support and care for their families
-want appreciation from their children and spouses
-to be listened to when they instruct

57. -they experience hardships
-spare nothing and go all out for families survival

58.  Day in a life
-they live in fear
-they have different functions throughout the day (parent, partner, colleague,
employee)

59.  Key influencers
-gogo/khulu
- public
-economy
-culture
-spouse

60. Brand experience
 ARRIVE ALIVE is a great initiative
 Safety
 Engagement with the audience through the use of billboards, radio, social
media
 Bombarding messages on the importance of strapping children in the car

61. Strategic approach
 Transformational change
- Creating a movement that will change the attitudes of parents towards
putting seatbelts in their cars for their children.

62. Strategic conceptualisation
 Insight deducted is that people know about the law and the importance
of strapping the child or the use of the seat belt, but are ignorant because
they find it unnecessary to strap their kids as they live by the philosophy that
it will not happen to me and because it can be time consuming.
 It would therefore be necessary to change the attitudes of parents towards
the child restraints and stress out the importance of putting on the seat belt
to parents.

63. Cont.…
 Children do what they see and if parents continue to constantly put on
seat belts, it is easier for children to learn from them.
 Therefore there will be a reduction in the number of deaths and road
injuries

64. Creative conceptualisation

65. THEIR FUTURE IN YOUR HANDS
Future in
your hands

66. Their future in your hands
 Our actions are strategic decisions that we make towards building identities
and future. Our actions seek to create memorable moments that will play
with the audiences emotions, to instil fear and make them feel more
responsible for their children's life and make them realise the importance of
putting on seatbelts in order to secure that they live to see another day.
Creating these moments will allow for the brand and the audience to
interact on personal levels, therefore increasing the knowledge of the
brand and their messages.
IT IS ALL ABOUT CHANGING THE ATTITUDES OF THE PARENTS

68. Execution 1: Illuminator Token
 We create an illuminator token that changes pictures when you slightly
adjust it.
 The first picture will be a picture of a child in a car seat but not restrained
and when you tilt it, a picture of a car seat that is strapped in but with no
child inside
 Below or at the back of the token, it will write “don’t wait until its too late to
strap your child”.
 These will be given out in all shopping stores

70. Execution 2: Baby dummy/doll at Pick and
Pay
 A baby dummy/doll will be placed in a car seat without a belt, at the
beginning of each shopping isle.
 Someone will press a button, and the baby doll will jump toward the
customer.
 As it jumps up, it will tear into smaller pieces, drip of blood, and totally look
like it has been involved in a fatal car accident.
 As the customer continues to walk down the isle, Arrive Alive boards will be
placed with the message, “that could have been your child, do not forget
to strap them all the time”.

72. Justification
 Pick and Pay are in partnership with Arrive Alive
 Most audiences do the grocery shopping Pick and Pay stores
 Maximises brand exposure
Baby doll
 The ripped baby doll will create a real experience for the audience
 Scare and make them realise the importance of putting on seatbelts

73. Execution 3: Use of Pick and Pay
cashier
 A cashier will be in a chair that has a seatbelt.
 Beside her, there will be another small chair with a seatbelt with a child on
that seat
 When the targeted audience comes to pay, the cashier will say “one
moment please” then she straps herself and then straps the child next to
her before attending to the customer.
 Continues to attend to the customer
 Showing that the seatbelt is important before everything else.

75. Mood board

76. Budget

77. EXECUTION PRICE QUANTITY TOTAL
3D Tokens R85 1000 R85000,00
Trolley R FREE
Mini printed
boards
R350 1000 R350000,00
Chucky doll R336,09 1000 R336090,00
Child car seat R1200,00 15 R18000,00
Adult seat belt R500,00 15 R7500,00
R796590,00

78. Measurement
 The measurement used for to measure the success and failure of the
campaign will be a positioning grid which is an implicit measurement scale.
 The positioning grid will help measure the campaign based on the
characteristics associated with it, from the most explicit to the explicit.
 The positioning grid will help measure the campaign stands relative to other
campaigns of its kind.
 The positioning grid help estimate the correspondents reaction time.

79. Conclusion
 It is vital that in this fast technological era we conceptualise logical, radical,
innovative and relevant communication objectives for impact campaigns
such as Arrive Alive with your child in aid of changing the unhealthy habit
that these parents practice daily, directly indicating selfishness. It is
therefore important that their attitudes are changed and reminded that
just because it has not happened to them yet, it does not mean it cant
happen to their children. Ensuring and instilling safety through attacking
their emotions and ultimately change their perceptions and behaviours.