Transcript
CHILDREN OF THE
INTERNET
THE INVASION OF INTERNET
SITUATION ANALYSIS
Choosing laptops over outdoor activities
Looking down instead of looking up
Sacrificing communication for mere connection
Trading experience for loneliness
WELCOME TO THE WORLD OF TOMORROW
OBJECTIVES
Successful campaign
Restrict the use of internet to an
hour per day
Cause a shift in attitude and behaviour
Convince government
body
TARGET AUDIENCE
SINGAPOREAN ‘MUM’
Working professional “Kiasu”
Work everyday Best education for her children
Career-minded Think they know what is best for their kids
Limited family time Maid-dependent
POSITION STATEMENT
TO: Mothers, whose kids are of the age 0 to 10
WITH: the want to raise well brought up kids, who do the ‘right’ things
WE: Educate and inform the mothers about the ill-effects of the overuse of Internet
THAT PROVIDES: The platform to act on pressing issues
Because: We enhance the quality of modern day family lives
KEY INSIGHTS
MY BEST IS NOT ENOUGH
GUILTY IF THEY DO NOT RAISE THEIR KIDS WELL
LOSING THEIR INNOCENCE
GROWING UP TOO SOON
INTERNET MAKES KIDS SMARTER
MAID 2.0
HOUSEKEEPER+
SECOND MOTHER
WE PUT DIFFERENT MEANING ONTO THE SAME ITEM
AwesomeTime-travelling
machineNice car!
WE LIKE DIFFERENT THINGS
CAMPAIGN
“CHILDREN OF THE INTERNET”
MY
IS IT TIME YET?
I HAD A LOT OF THINGS IN MY LIFE.
THE EARLIER YOU START THE BETTER FOR ME.
I NEED ‘ME’ TIME.
YOU CAN LEARN MANY THINGS.
I NEED MY BEAUTY SLEEP.
YOU ARE ENGAGED.
I HAVE TIME FOR MASSAGE.
THE HOUSE IS CLEANED.
I HAVE MORE TIME TO SHOP.
YOU HAVE PLACE TO VENT YOUR ANGER.
WHEN YOU ARE TIRED.
YOU ARE WELCOMED INTO MY ARM.
HOW MUCH CLOSER CAN WE BE?
PHASE 1 - ENGAGEMENT• OBJECTIVE :
DRIVE PEOPLE TO SOCIAL MEDIA CHANNEL VIA ADS
• STRATEGY :
• Asked Community to Contribute• Build a conversation and engage new members• Purchase Facebook ad leading to campaign Facebook page
• BRAND THE CAMPAIGN FOR SOCIAL MEDIA #DE
LISTEN
Gather Feedback
• Personal• Media• Social media
Categorize feedback
Respond
If applicable React
CRITICS , CHAMPION & BRAND ADVOCATES
Converting Critics into champions
Create Brand Advocates
• Learn• Educate• Participate ( talk about issues, share stories/lived
experience, share knowledge)
PHASE 2 - ENGAGEMENT
Objective – Engage community, educate & empower people to educate
Create shareable content to increase virality of message
Leverage expertise and knowledge to educate target audience
Create Awareness week .....................
Encourage and empower community to share stories.
THANKYOU
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