Young Marketers 5 Semi-Final - #hangxom

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This document outlines a solution to motivate young people in Vietnam to continue working out over time. It notes that many start working out but quit after a few months due to a lack of immediate results and losing motivation. The proposed solution is to introduce "Badges of Honor" through a mobile app that tracks steps and allows users to care for virtual pets. Taking more steps helps pets complete missions and reach goals, providing immediate feedback. The badges would be distributed at interactive booths and through social media to recognize and encourage users' achievements in working out.

Marketing

TARGETAUDIENCE
Demogeographic
Young people, 18 – 30 yrs old, HCM and Hanoi
Psychographic
Ambitious, dynamic and result-oriented
Behavioral
Care about their efforts
Tech-savvy
Start working out and then quit after a few months
68%
People who have intention and take
first action for working out
BUT…
54%
Reduce working out time in the
following 3 months
36%
Quit woking out in the
following 6 months
DRIVE-THROUGH GENERATION
Prefer clearly immediate results

INSIGHT
“Things which takes much efforts and a
long time to see the result will make me
easily lose my patience and then give up”
I can’t feel the results after every time working out, Therefore,
I easily lose motivation and give up on working out.
“The result of working out is difficult
to realize, that’s why I lose motivation
to keep working”

OUR SOLUTION
Every effort for exercises BRINGS BACK
POSITIVE RESULTS IMMEDIATELY
and it will be A MOTIVATION TO TAKE NEXT
STEPS to achieve the final result they set.

KEY MESSAGE
“EVERY SINGLE STEP MATTERS”
CREATIVE IDEA Introducing BADGES OF HONOR
EXECUTION PLATFORM –
DIGITAL PET RAISING
Utilize your hard earned step counts
for something more than just
tracking
Badges show the immediate
results and honor them

Introducing BADGES OF HONOR
Record their movement routine
Intergrate with mobile apps through accleration
sensor and bluetooth technology
HOW wilL ITWORK?

HOW wilL ITWORK?
introducing
BADGES OF HONOR
MOBILE APPLICATION
Combines the function of a pedometer with the engagement of a
virtual pet.
The more steps you take, the more you may help your friends/ pets
complete missions, reach their goals along with your own fitness goals

INTERACTIVEBOOTHS
How we show their positive results immediately
PHASe 1
HOW CANWE EXECUTE THIS IDEA?
PLAYGROUND OUTSIDE – tools for exercises/ challenges
BITI’S HUNTER BOOTH – Badges distribution
Complete the challenges to receive BADGES OF HONOR
Ask to download mobile apps
Show how apps and badge work
Recap the flow and activities of interactive booth
Organizing challenges & mini games to engage
people to get badges
SUPPORTING TACTICS
KOLs, PR, Google Adwords
EVERY SINGLE
STEP MATTERS
Let’s take action to achieve
your goals
SOCIAL MEDIA

PHASe 2
HOW CANWE EXECUTE THIS IDEA?
PHOTOS ALBUM: “BADGES OF HONOR”
Users can create their picture from mobile apps
Create the album “ BADGE OF HONOR” to
recognize youngsters
SOCIAL MEDIA
How we honor their achievements to encourage them
Gather the youngster and honor their achievements
Take pictures with pets & sign for commitment
EVENT & GALLERY: “BADGES OF HONOR”
Run with their
pets in reality &
gain more
benefits in apps
GALLERY

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Young Marketers 5 Semi-Final - #hangxom

2. TARGETAUDIENCE Demogeographic Young people, 18 – 30 yrs old, HCM and Hanoi Psychographic Ambitious, dynamic and result-oriented Behavioral Care about their efforts Tech-savvy Start working out and then quit after a few months 68% People who have intention and take first action for working out BUT… 54% Reduce working out time in the following 3 months 36% Quit woking out in the following 6 months DRIVE-THROUGH GENERATION Prefer clearly immediate results

3. INSIGHT “Things which takes much efforts and a long time to see the result will make me easily lose my patience and then give up” I can’t feel the results after every time working out, Therefore, I easily lose motivation and give up on working out. “The result of working out is difficult to realize, that’s why I lose motivation to keep working”

4. OUR SOLUTION Every effort for exercises BRINGS BACK POSITIVE RESULTS IMMEDIATELY and it will be A MOTIVATION TO TAKE NEXT STEPS to achieve the final result they set.

5. KEY MESSAGE “EVERY SINGLE STEP MATTERS” CREATIVE IDEA Introducing BADGES OF HONOR EXECUTION PLATFORM – DIGITAL PET RAISING Utilize your hard earned step counts for something more than just tracking Badges show the immediate results and honor them

6. Introducing BADGES OF HONOR Record their movement routine Intergrate with mobile apps through accleration sensor and bluetooth technology HOW wilL ITWORK?

7. HOW wilL ITWORK? introducing BADGES OF HONOR MOBILE APPLICATION Combines the function of a pedometer with the engagement of a virtual pet. The more steps you take, the more you may help your friends/ pets complete missions, reach their goals along with your own fitness goals

8. INTERACTIVEBOOTHS How we show their positive results immediately PHASe 1 HOW CANWE EXECUTE THIS IDEA? PLAYGROUND OUTSIDE – tools for exercises/ challenges BITI’S HUNTER BOOTH – Badges distribution Complete the challenges to receive BADGES OF HONOR Ask to download mobile apps Show how apps and badge work Recap the flow and activities of interactive booth Organizing challenges & mini games to engage people to get badges SUPPORTING TACTICS KOLs, PR, Google Adwords EVERY SINGLE STEP MATTERS Let’s take action to achieve your goals SOCIAL MEDIA

9. PHASe 2 HOW CANWE EXECUTE THIS IDEA? PHOTOS ALBUM: “BADGES OF HONOR” Users can create their picture from mobile apps Create the album “ BADGE OF HONOR” to recognize youngsters SOCIAL MEDIA How we honor their achievements to encourage them Gather the youngster and honor their achievements Take pictures with pets & sign for commitment EVENT & GALLERY: “BADGES OF HONOR” Run with their pets in reality & gain more benefits in apps GALLERY

10. THANKYOU

Young Marketers 5 Semi-Final - #hangxom

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