Xscape Young Marketers Round 1 Final

1. SCAPE

3. SOCIAL CONTEXT
UNICEF found that 73.9 % of Vietnamese children have experienced violent disciplining from parents or household members
The majority of Vietnamese parents are deeply affected by the old-fashionedconception:
“SPARE the rod, SPOIL the child”
and find it NORMALto use VIOLENCE

4. Montessori
Glenn Doman
Froebel
Children learn best when they possess background knowledge about a subject
Play meets the biological need to discover how things work
Senses Stimulation is the key to unlocking a child's potential
Competitors
BRAND
ORIENTATION
LIMITATION
Focus MORE on developing children skills LESS on their SOUL
And understanding between children & parents

5. SHICHIDA
Believes children need EMOTION NURTURING for overall development
DEVELOP overallpotential future generationswith LOVE. PRAISE. ACCEPT method
Bring about the most SUITABLEeducation method for children and contribute to Vietnam development
Children DESERVEa suitable development method based on their own emotions not VIOLENCE
VISION

6. THE COURSE “LESSONS WITHOUT PAIN”
Psychology test to find suitable education orientation
General view of SHICHIDA method
Practice & Interaction at SHICHIDA class

7. SOCIAL OBJECTIVES
In 3 months, reduce 5% ofchildren treated with VIOLENCE
Start changing the conception of child education orientation
BUSINESS OBJECTIVES
16 billion in the first 3 months
50% of target customers are aware of the Brand & Course
30% enquire about the course
7-10% enroll in the course in one year
After the campaign:

8. CONSERVATIVE
LOVE
VIOLENCE
0
100
100
0
CONSERVATIVE
NEGLECFUL
PATHFINDER
TOLERANT
Based on Vinaresearchand FTA
“I don’t need any other method, I believe spanking work well with my children”
Segment size: 15.9%
Demographics
-Age: 22 -35
-Male & Female
-Income: BC+ -Live in 6 big cities
-Have modern thought, never use violence. Pro- actively looking for better methods
Demographics
-Age: 22 -35
-Male & Female
-Income: BC+ -Live in 6 big cities
-Don’t care about their child & ready to blame others for the child’s misbehaviors
Demographics
-Age: 22 -35
-Male & Female
-Income: BC+ -Live in 6 big cities-Profoundly affected by old- fashioned opinion, strongly believe in using violence & don’t want to change
Demographics
-Age: 22 -35
-Male & Female
-Income: BC+ -Live in 6 big cities
-In the middle of tradition & modern Resort to violence because they can’t find any better solution
Segment size: 10.2%
Segment size: 63.2%
Segment size: 10.7%
“I find spanking is not the best solution but I don’t know any other way”
“If my child misbehaves, the fault is of their school & teachers not me”
“I strongly oppose Spanking and always find modern methods for my child”
PATHFINDER
NEGLECFUL
TOLERANT

9. VIOLENCE
0
100
100
0
CONSERVATIVE
10,7%
NEGLECFUL
10,2 %
PATHFINDER
63,2%
TOLERANT
15,9%
PATHFINDER
-Age: 25-40-Male & Female
-Income: BC+ -Live in 6 big cities-Market size: 700,000
-In the middle of tradition & modern, Resort to violence because they can’t find any better solution
LOVE
Have the biggest sizeNeed a better method without violence

10. 92 %
Target parents spend time talking to their kids later after punishingthem
Research (n=100)

11. PARENT JOURNEY
Parent see kids repeat the SAMEmistake
Parent don’t understand why they repeat it => feeling LOST
Generate negative thoughts about the kids
Jump to conclusion in an uncalmmanner
Ensure that kids understand lessons
Spank

12. Parents spend time talking to their kids later after punishingthem
DIG DEEPER
Why ?
To ensurethatthey really understand my lessons
Why ?
I’m afraid they only remember the consequence: Making mistakes = Getting spanked but don’t know the real consequence
Why is that important ?
By understanding the real consequence, they will be more RESPONSIBLEfor what they do
I want my kids to be RESPONSIBLEso that they’ll become good persons in the future
Why is that important ?

13. I always want my kids to be RESPONSIBLE so that they’ll become good persons in the futureBut, I don’t understand whyno matter how much I teach them, they seem not to understand and still repeat the mistakes over again which makes me resort to violenceI wish for a education method that helps me truly understand my kids to help them learn responsibility
INSIGHT

14. BRAND ROLE
EMPOWER PARENTS TO TRULY UNDERSTAND KIDS so that they can teach their kids to be responsible
SHICHIDA
Help parents truly understand kids to teach them without violence
Help parents feel secure when kids truly understand their lessons

15. CONFESSION FOR COMPREHESION
COMPAIGN BIG IDEA

16. STRATEGIC APPROACH
AWARENESS
LEAD TO CHANGE
AMPLIFY THE CHANGE
SHICHIDA helps parents aware of the importance of understanding kids in parenting Understanding kids will help parents fully deliver the lessons
SHICHIDA empowers parents to understand kids with the confession tool and experience the course
Amplify the optimistic impacts of teaching kids by truly understanding them

17. DEPLOYMENT PLAN
Triggerthe importance of understanding kids
Without understanding, you can’t fully deliver the lessons
Gives moms the chance to experiencetruly understanding their kids
Together with SHICHIDA, understand your kids to make them truly get the lessons
Spread out the value of understanding kids in parenting
Amplifythe great value of understanding kids
-Influencers-Advertorial/ Editorial-Forum seeding
-Comprehension Commitment-Social media-Banner & Print-ad
-Event-Advertorial/ Editorial-Social
Viral Confession Clip
Confession Booth Tour
Confession Collection

18. VIRAL confession CLIP
Chỉ với sự thấu hiểu, cha mẹ mới dạy con hiểu được trọn vẹn bài học của mình
1 Viral Clip about the confession of parents & kids to POINT OUT the differences of understanding & action from both sides. Clip describes parallelly2 sides of thought & actions, to emphasize the important of understanding in delivering the expected results
Ending with a message
INFLUENCERS

19. The Confession Booth Tour with special activities of SHICHIDA will go through 6 big cities: Hải Phòng, Hà Nội, Hồ Chí Minh, Cần Thơ, Đà Nẵng, Huế
Confession BOOTH TOUR

20. ATTENDANT Journey
Do the psycho test to know how parents understand kids
DO TEST
JOIN SPECIAL ACTIVITIES
Parents & kids join special educational & entertainment activities designed by SHICHIDA to experience the understanding of kids
Parents & kids go into the booth to make their confessions after experiencing activities together
SIGN COMMITMENT
CONFESSION BOOTH
Together sign a comprehension commitment between parents & kids based on the confessions & SHICHIDA orientations
INTRODUCE THE COURSE
Lessons without Pain

21. confession booth
Parents & kids will go into the booth and make their confessions under SHICHIDA instruction and the booth will announce the scoreof understandingAll of the information will be used to create Comprehension CommitmentsBesides we’ll record them and upload to social channels to increase awareness

22. Hold an event to celebrate the result of the Tour and make all the confessions into a Confession Collection Book in both paper & digital edition –a useful tool for every parent
Create a digital tool on fan page for other parents to view & sign digital Comprehension Commitments
Build a SHICHIDA PARENTS CONFESSION community on Facebook –where they can share and receive advice from others members & SHICHIDA experts

23. BUDGET
PHASE 1 ( 500 mil
PHASE 2 ( 4bil
PHASE 3 ( 500 mil
KPI
Viral Clip : 100 mil
PR, Social media: 400 mil
Event: 3 bil
Booth: 500 mil
Social media, PR: 300 mil
Print-ad, banner: 200 mil
Event: 200 mil
PR, Social media: 200 mil
Confession Books: 100 mil
Earned media, PR article: 100
FB: 30.000 like and 50% TAT
1800 clips on YouTube
Tour Event: 5000 attendant/event
FB: 50.000 like and 30% TAT
Earn media, PR article: 10020000 signed commitments
20000 signed digital commitments
Website traffic100.000 views
FB: 10.000 likesand 30% TAT

24. MEASUREMENT TRACKING
KPI
Sales First 3 months: 16 billions
Sales Report
Brand awareness 50%
Brand health analysisMarket researchNo. of articleNo. of attendantMessage frequency on media channels
Reduce 5% ofchildren treated with violence
30% enquire about the course
7-10% enroll in the course in one year
No. of enquirer & enroller
Report from UNICEF & other NGOs