About Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai. Mission Young Marketers - Empower the next marketing generations Description Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam. Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.

2. CONTEXT
BRAND
WHO
WHAT
HOW
RECAP
AGENDA

3. 73,9% PURNISHED BY VIOLENCE (UNICEF)
VIETNAMESE CHILDREN…
“BÌNH THƯỜNG”
IS PERCEPTION OF ALMOST PARENTS

4. Unique education method
SOUL EDUCATION
Early childhood education
Motivate and develop potentials of children from early days
CATEGORY & BRAND
OBJECTIVE
Reach 320.000 million
– 3 months
50% Awareness of Target
30% Engagement
10% Enrollment
Decrease 5% using violence
Initial step to change perception
40 years from a country with famous educational methods
“LOVE, PRAISE, RECOGNITION”

5. “LESSONS WITHOUT TEARS”
NEW PRODUCT
Functional Benefits:
Offer a parenting method based on children emotion which enable parents to educate children well without using violence
Emotional Benefits: - More confidence in raising children
- A brilliant future of kid
- Happy childhood - Love of children and parent
Unique point: Understanding children Emotion
Product truth:
A positive and effective parenting method starts from understanding children
First course for parents from middle class
=> potential market
Content:
1.Quiz test
2.Shichida method
3.Practice

6. Violent
Patriarchal
Transforming
Ideal
Easy
React
- Use violence immediately, no explanation
- Use violence with words to educate
-Take violence as the last choice
- Use other ways, no violence
- Pay little attention to the faults.
Think
- Just release anger, stress, alcohol issues
-“Spare the rod. Spoiled the child
-Don’t want to hurt kids, but have to
Want to educate children with full of love
- Blame that child is small and he will be better in future
Attitu- de
- Neglect of educating children
- Believe that Traditional method is good
=> Hard to change
-Regret when using violence
- don’t want to stick with the old method
=> If encouraged, will find new method
- Enjoy parenting children,
=> Open to new methods
- Child is small and he will be better in future
=> Don’t pay much attention on parenting methods
Size
1/32
9/32
15/32
5/32
2/32
SEGMENTATION
•Parents (children: 3-12 y.o)
•22 – 35
•BC+
•Live in 6 big cities
Base on reaction

7. TARGET CONSUMER
•Love their kids,
•Traditional and modern
•Important role in raising children
•Emotional
•Easy to be influenced by peers
School , Newspaper, TV, Internet
(google, forum, online news)
TRANSFORMING
97% feel regret when using violence to teach kids Don’t want to repeat again or at least want to minimize cases “REGRET = INSPIRES ACTION”
- Susan Weinschenk, Ph.D. in Brain Wise

8. How they react ?
Kid misbehaves
Explain
Kid still not co- orperate
Hit
Regret
I hit my child
Consumer truth:
Parents always want to do the best for child. They don’t like to apply violence in educating children. But as the last choice, they still accept violence to ensure that their children to be good in future
I’ve already apply other ways but they didn’t work
Why?
Why?
They aren’t strong enough to ensure my child to obey
Why is that important?
I want my child to remember what I teach so he can be good

9. How they react ?
Kid misbehave
Explain
Kid still not
Co- orperate
Hit
Regret
Inconvenient truth:
People tend to be regretful for hurting others even though the root of action is all for their benefits
Consumer truth:
Parents always want to do the best for child. They don’t like to apply violence in educating children. But as the last choice, they still accept violence to ensure that their children to be good in future.
Product truth:
A positive and effective parenting method starts from understanding children

10. I feel guilty after hitting my kid as I force him to
be good by hurt and fear
I do understand that violence is not a good
way but it’s hard to be eliminated if I don’t approach a positive way and make it a nature in long term
INSIGHT

11. School
Stir the ultimate guilty feeling of mom after hitting children which will encourage themselves to find other parenting methods.
Then Shichida provide and guide them to Shichida method
BRAND ROLE
APPROACH STRATEGY
CONNECTOR parent to a effective parenting method and guide them to make it a nature

12. BIG IDEA
Message:
Understanding is the marvelous nature which empower mom to happily nourish children into good person
(MOM’S MARVELOUS NATURE)

13. “Mẹ đã sai chăng?”
I am wrong, aren’t i?
Thấu hiểu con là quyền năng của mẹ (Understanding kid is Mom’s marvelour nature)
Vô cùng thấu hiểu, vô cùng yêu thương(Extremely Love, Deeply understand)
Objective
-Stir the ultimate guilty feeling
- Prove that they has replaced understanding by violence
-Give parents a new positive parenting method
- Attract trials & enrollments
-Spread the Shichida method in community as a phenomenon
-Push sales
Message
Am I replacing my „understanding efforts‟ by violence, which make me so guilty now?
Parent„s power in educating children is understanding, which was forgotten through time. “Bai hoc khong nuoc mat” will wake it up and empower parents more by Shichida method
Parenting without violence needs a long-term commitment to make it happened and be the phenomenon of Vietnamese Mother
Key-hook
-Viral clip “I’m guilty”
-The Bus & Mystery box “Quyền năng của mẹ”
-Print ad“Cam ket Yeu thuong”
-Series “Me viet day con bang thau hieu”
Tactics
-Social seeding
-PR
-Influencer
-Brand activation
-PR
-News on TV và Radio
-Testimonials
-PR
Channels
-Newspapers
-Online chanels
-Newspapers
-Online chanels
-Local channels
-Schools & Parks
-Newspapers
-Online chanels
-Local channels
Phase 1:
1/3 – 20/3
Phase 2:
21/3 – 10/5
Phase 3: 10/5 – 30/5
DEPLOY- MENT

14. •Desired response: sympathy & sharing
•Driver: don’t want to hurt kids, want to raise up child in happiness
•Barrier: old method to ensure their child remember deeply lessons
Objectives:
-Stir the ultimate guilty feeling
-Prove that mom has replaced understanding by violence Message: Am I replacing my understanding efforts by violence, which make me so guilty now?
PR angles:
-Hurt and fear of children
-Mom feels guilty after hitting their kids
-Does mom replace her trying of understanding kid by violence?
-Desire to find back the ability Channels:
-Webtretho, mevabe, Eva, aFamily
-TTGD, Phu Nu, Tuoi Tre: sharing box
PHASE 1
Mẹ đã sai chăng? (I am wrong, aren’t I )

15. Viral clip: “I‟m guilty- Me that co loi”
Forum topics: “Su thau hieu nhat phai”
Mẹ Bống-Thành viên kì cựu:
Các mẹ đã có ai xem clip “Mẹ thật có lỗi” chưa? Một câu chuyện rất cảm động về nỗi lòng người mẹ đấy mọi người.
“Mẹ đã luôn muốn hiểu con từ lúc còn thai nghén: cố gắng hiểu từng tiếng đạp chân của con trong bụng, hiểu tiếng bập bẹ đầu tiên của con, nụ cười đầu tiên, tiếng khóc đầu tiên…
Khi con lớn, mẹ nhận ra mình yêu thương con nhưng với quá nhiều lo âu và đấu tranh với những kỳ vọng. Mẹ dần không còn cố hiểu tiếng con mà thay vào đó chỉ là khiến con phải hiểu được lời dạy của mình… bằng lằn roi , bằng đau đớn và nỗi sợ hãi.
Chỉ khi làm điều không tốt, người ta mới thấy có lỗi. Mẹ đánh con với mong ước muốn con nên người, vậy cớ sao cảm giác có lỗi với con cứ đeo bám mẹ. Giọt nước mắt của con, muốn học tốt bài học làm người, làm sao có thể xóa.
Thấu hiểu nhường lấy đòn roi - hối hận vây lấy có đâu ngọt ngào n
hòa đây…”
Mẹ Bống cảm thấy rất buồn sau khi xem clip này. Mẹ Bống thường phải dùng đến đòn roi sau khi nói mãi mà con không nghe, rõ là nỗ lực thấu hiểu bé của mình đã phai nhạt đi rồi. …Các mẹ nói xem phải làm sao đây?
Story Board
Demo Topic

16. PHASE 2
Thấu hiểu con là quyền năng của mẹ
(Understanding kid is Mom’s marvelour nature)
•Desired response: know and try the course
•Driver: want a solution for struggles in educating children
•Barrier: : haven’t know Shichida methods before
Objectives:
-Give parents a new positive parenting method - Attract trials & enrollments Message: Parent„s power to educate children is understanding, which was forgotten through time. “Bai hoc khong nuoc mat” will wake it up and empower parents by Shichida method
The Journey: The BUS “Love, Praise, Recognition”

17. To teaser, balloons delivered to mom & kid
Message on the tag: “Don‟t let stick prevent you from understanding your child. Keep this and get more gifts at our Bus “Love, Praise, Recognition””

18. •Give the stick back, they will be received a box “Quyền năng của mẹ” => a signal: Parents abandon the old method and start with soul education
•Play games to receive the box (games test understanding between parents & kids)
A diary and a pen
A brochure of“Lessons without tears”
A (small) booklet: tips to understand kids (based on Shichida method)
When the bus comes

19. Part 2: Mom‟s own parenting method: Note cases of educating kid, evaluate good and not good points, through that, try to educate kid by understanding
The diary includes:
Opening: “The contract” which can tear and stick it on mom’s corner, promise to abandon violent parenting method
Part 1: Learn to understand kids: recall memories from early days between mom and kids, then mom call back how she has understood kid, and note down
Tips to understand your children
1.Con không chịu chào khách, vì con chưa biết rõ người ấy, hãy giới thiệu khách với bé trước nhé
2.Khi con đánh bạn, không có nghĩa là con hung hăng, có thể bé đã bị bạn làm tổn thương trước, hãy tìm hiểu nguyên nhân và chỉ bé cách giải quyết phù hợp
3. ……
The Booklet includes:

20. “Mẹ Việt dạy con bằng thấu hiểu” (Vietnamese mom with “understanding method”) Good practices is shared by mom, especially who enrolled the course. Moms will be ambassadors for educating children by understanding. Mom capture story they share (on print ad, forum,…), and send to Shichida inbox to receive a Voucher 100.00VND for the course
PHASE 3
Vô cùng thấu hiểu, vô cùng yêu thương
(Extremely Love, Deeply understand)
•Desired response: satisfied and recommend
•Driver: being a good mirror
•Barrier: not patient to follow, not sure the effectiveness
Objectives: - Spread the Shichida method in community as a trend & Push sales Message: Parenting without violence needs a long-term commitment. Let‟s be ambassadors to express the method

21. “ Tôi cam kết sẽ không bỏ cuộc trong việc cố gắng dùng Yêu thương - Khen ngợi - Nhìn nhận để dạy bé Bống nên người. Câu chuyện dạy bé của tôi là: [Attach a picture with your kid here] Signature: Tôi Lê Vũ Nguyệt My, Mẹ Việt dạy con bằng thấu hiểu ”
Meå Viïåt day con bùçng thêëu hiïíu
PRINT ADS: Cam kết yêu thương

22. Objectives
KPIs
Business
Brands Awareness
Society
Sales statistics
•No. of channels
•No. of PR articles
•ROI & Tonality
•Message exposure
•Audience attitude & action
Research agencies
KPIs

23. Kid misbehaves
Explain
Kid still not co- orperate
Hit
Regret
Kid misbehaves
Understand Kid
Use Shichida method
Happy
RECAP
After join the course
By Campaign
Viral clip “I’m guilty” 1 billion VND
-The bus
-Mystery box “Quyền năng của mẹ” 3,2 billion VND
- Pint Ads “Cam kết yêu thương”
- Sharing stories of Vnese mom
0.8 billion VND
Phase 1
Phase 2
Phase 3

24. THANK YOU