agenda 1. STRATEGIC APPROACH 2. CONCEPT STORY 3. CREATIVE TACTICS 4. PARTNERSHIPS campaign objective 2019 OBJECTIVE Building brand love through re-activating new brand purpose in a relevant way, make it bolder & bigger past communication review While the past campaign was successful, it could be improved to be even better – most of the past campaign was relying on summer big events and activities. à 2019 campaign needs to have tactics that are: 1. More purposeful that bring more real benefits for children 2. Diversified ways to help parents playing with their children better in their own free time 3. Sustainable in the long term, starting from the summer parents’ dilemma Every parents want the best for their kids to grow up mentally and physically. However, there are still unchanged situations that: • Parents still let their children play with screen daily in spite of somehow knowing too much screen time is bad for their children • Parents aware that they should let their children free to play out of screen, but they are afraid that it is hard to protect their children when playing outdoor Parents are narrowing their children’s world to screens for convenience. And by extension, they are also unintentionally narrowing their kids’ natural development out of fear. parents’ insight Deep down, which real reasons make parents have to do that? 1 They don’t have enough courage & understanding the real play benefits to let kids be out of their protection due to parental instinct 2 They truly don’t have free time to explore alternative ways to help their children learn & play at the same time 3 They don’t have deep bond with their children yet, to know what truly interest their kids. PARENTS NEEDS A WAY TO FREE THEIR OWN MIND, AND THEIR KIDS FROM SCREENS real play helps free children Recent education research shows that kids need Real Play – physical and unstructured play - for optimal development. It helps them develop mentally and physically, and gives them: • • • • Strength Wellbeing Resilience Creativity • • • • Self determination Initiative Autonomy Team work • • Empathy Problem solving skills à There are strong evidences that real play is essential to free kids from screens, and help them grow up well developed mentally and physically Motherly, “Why unstructured play matters” Channel News Asia, “When We Play”, Ep.3 brand role OMO ENCOURAGES YOU TO FREE YOUR CHILDREN’S WORLD 1 They don’t have enough courage & understanding the real play benefits to let kids be out of their protection due to parental instinct 2 They truly don’t have free time to explore alternative ways to help their children learn & play at the same time 3 They don’t have deep bond with their children yet, to know what truly interest their kids. Through Edutainment platform, OMO frees parent from the mindset of all-time protecting their kids and helps them see the importance of Real Play by educational content OMO frees kids from screens and limitations of parents by providing quality outdoor entertainment time for kids & parent OMO helps parents and kids play and learn together through activities and idea hub for daily bonding moments OMO ENCOURAGES YOU TO FREE YOUR CHILDREN’S WORLD THROUGH EDUTAINMENT PLATFORM URBAN Free children with physical real play RURAL Free children with educational real play Urban children are framed by screens and education system, and miss out on the benefits of physical play. Rural children have a lot of time for physical play, but they think playing do not have educational values. OMO can help to free them with physical Real Play to let them explore the real world and develop optimally. OMO can help to free them with educational Real Play, which let them play while learning important skills for their life. the concept A truly happy child is one who gets to grow through life in their own kaleidoscopic ways. Yet in everyday life, many parents, with or without intention, are framing their children’s development physically and mentally, most notably and significantly with the frame of digital devices. With a deep-rooted belief if you’re not getting dirty, you’ve not fully lived OMO aims to inspire and empower all Vietnamese families to reach a fully lived life without any limits, physically or digitally. communication message #unframe FOR A FULLY LIVED LIFE Because life truly happens when we step outside the frames of our minds, our homes and our devices. Let OMO take you on a journey of kaleidoscopic experiences without limits represented by the proud dirt marks of a life fully lived. PROVOKE “the head down children” public stunt manifesto clip PR & social amplification KICK-OFF color me run partnership ENGAGE SUSTAIN #unframe summer activities thematic OOHs digital ads CTA weekend activation #unframe guidebook the framework UNFRAME CHILDREN FOR A LIFE FULLY LIVED MESSAGE Phase 1 - Provoke UNFRAME YOUR MINDS PHASE • OBJECTIVE • Draw attention to the act of “framing” that parents do to their kids everyday Re-awake parents to the needs of Real Play for children’s development Phase 2 - Activate UNFRAME YOUR CHILDREN • Activate #unframe opportunities and guide parents & kids play together with quality Real Play time Phase 3 - Sustain UNFRAME THE WORLD • Sustain the campaign purpose and turn real play become daily bonding moments of parents & children together outside the frame TIMELINE First week of May Mid May – Sep Oct KEY HOOK PUBLIC DISPLAY STUNT THE HEADDOWN CHILDREN SUMMER ACTIVITIES ACTIVATION PARTNERSHIPS #UNFRAME GUIDE BOOK • SUPPORTING TACTICS • • • Manifesto film: What happens if kids get unframed? Educational PR advertorial KOLs & social sharing “Color me run” partnership • • • • Thematic OOHs – #Unframe murals Digital ads CTA Summer activations KOLs & Social sharing • • • Idea hub for parents to play with kids – daily adventures Tiki partnership PR & Social amplification creative tactics the head down children “NHỮNG ĐỨA TRẺ BỊ ĐÓNG KHUNG” public stunt Aiming to truly pro v o k e parents w ith a tri ggering v i s ual di s pl ay, w e w i ll erec t a s eries o f public ins tallatio ns depic ting the c urrent s ituatio n o f the head down children 1 Inside a shopping mall, a public installation depicts a “head down” child glued to his phone. An CTA is displayed on screen, asking parents to #unframe the child. 2 3 Once a parent interacts, the screen instantly plays the manifesto clip depicting the magic that happens when kids get unframed. At the end of the manifesto clip, people can leave their contact details in order to receive a special map to the “unframe adventure” by OMO. public stunt ACTIVITY FLOW curiosity #unframe FOR A FULLY LIVED LIFE coordination #unframe? connection determination Outdoor activities are the gateway to children’s full development. It does not stop at physical strength or family bonding but also help them learn a great deal of other neccesary skills to flourish in life. As summer is approaching, let OMO help you take this opportunity to unframe your whole family! manifesto clip WHAT HAPPENS WHEN KIDS GET when you look up life happens #unframe with OMO W H AT WHY H OW is the message behind ”the head down children”? is OMO drawing attention to this isue at this time? is OMO going to help Vietnamese families unframed? public stunt - amplification KEY TALKING POINTS #unframe with OMO W H AT WHY H OW is the message behind ”the head down children”? is OMO drawing attention to this isue at this time? is OMO going to help Vietnamese families unframed? The benefits of outdoor activities in helping children and the whole family live a full & enriched life. As summer rolls around, this is the best time for parents to take action. ♢ Introduce #unframe movement Announce kick-off activity at Color Me Run event and recruit families to join. public stunt - amplification KEY TALKING POINTS #unframe with OMO W H AT WHY H OW is the message behind ”the head down children”? is OMO drawing attention to this isue at this time? is OMO going to help Vietnamese families unframed? The benefits of outdoor activities in helping children and the whole family live a full & enriched life. As summer rolls around, this is the best time for parents to take action. ♢ Introduce #unframe movement Announce kick-off activity at Color Me Run event and recruit families to join. REINFORCE BRAND PURPOSE “MAKE DIRT A PROUD MARK OF A LIFE FULLY LIVED” public stunt - amplification KEY TALKING POINTS What better way to convince and engage people than to let them experience our message first-hand? In collaboration with Color Me Run, OMO will organize an offline activation to officially kick-off the #unframe movement. activation kick-off let’s #unframe together let’s #unframe together At the beginning of the day, all participants with family tickets will be gathered at the OMO booth where they receive a t-shirt design kit. This will be the first action to unframe the family’s creativity signified by the first proud dirt marks. activation kick-off FAMILY T-SHIRT DESIGN BOOTH let’s #unframe together DIRT MARK PHOTO BACKDROP In order to commemorate this moment for the whole family, we will prepare a white wall at the end of the running track where families can push their whole bodies against to create a colorful photo backdrop. Families can receive an instant polaroid photo to remember the beginning of an #unframe summer. activation kick-off After a running day, all participants will be covered in colorful powder – the proud dirt marks of a day full of experiences. Outside of each activation site, we will adorn the wall with a creative mural depicting the activity as well as the various skills that children will learn by participating. These murals will make up a real life content hub that not only suggests to parents the purposeful and beneficial outdoor activities for the whole family but also empower them with the knowledge and confidence to further let their children #unframe throughout the summer and more. engage – thematic OOH #unframe summer murals Once we have successfully unframed parents’ minds to the benefits of outdoor activities, OMO will roll out a journey of weekend activation over the summer holiday to drive families to actively and fully unframe. These activation will be organized in collaboration with 3 r d party partners and categorized by the skillsets that they will help children develop. activities PAINTING TREASURE HUNT SPORTS Get dirty while unframing your creativity and imagination. Get dirty on the journey to unframe problem solving skills and useful living skills. Get dirty during the competition to unframe discipline and determination. CAMPING GARDENING Get dirty while unframing your environment and develop teamwork. Get dirty while unframing new perspectives on diligence and responsibility. proposed partners Tipsy Art Top Art VN Dam Sen park KizCiti Family Garden The BCR Tomato Edu Childhood Garden Flamingo Aikido ee nn gg aa gg e e– –wuerebkaenn d i vnadt i aocnt i v a t i o n w eaeckt e #unframe summer activities z #unframe summer activities As the unframe journey will be rolled out weekly, each week we will have a number of tactics to recruit for activation of the week utilizing existing assets. AMPLIFY RECRUIT video ads clippet from manifesto clip KOLs sharing PR articles banner ads & OOH murals engagement activity activation day KOLs sharing PR recap engage – urban weekend activation USER FLOW z #unframe for total growth However, they are framed by the limited resources and guidance. In order to bridge this gap, OMO with collaborate rural schools to renovate the 2 subjects that every Vietnamese school offers but haven’t quite reached their potential – physical education and art lessons. Through this program, OMO aims to help rural children get dirt in a purposeful and guided way, contributing to their total growth, physically and mentally. rural activity Unlike the urban children, rural children aren’t so much framed by the digital devices and other tangible boundaries. #unframe for total growth Rural children are just as imaginative, if not more than urban children due to their environment, yet their art lessons in school are often limited. OMO aim to help them unframe their imagination and creativity through a series of art lessons where children will learn basic painting skills and begin to nurture their talents. PHYSICAL EDUCATION Physical education in rural schools are often lacking due to limited resources and without purpose. Within this campaign, OMO will collaborate with a 3 r d party partner to organize training for self-defense lessons in rural schools. These lessons are more than learning to fight. They will also help rural children become more disciplined and confident. rural activity - direction ART LESSONS #unframe guidebook In order to sustain the movement, we will create an unframe guidebook with suggestions of activities parents can do to get dirt and foster quality time with their children even as they go back to school. The guidebook will be a promotion item gifted with each e-commerce purchase of OMO product. sustain The story of #unframe stays valid and relevent even as the summer holiday comes to an end. executional roadmap executional map MAY Key hook Supporting tactics JUN JUL SEP OCT ACTIVATE SUSTAIN Thematic OOHs – #Unframe murals PR & Social amplification PROVOKE Educational PR advertorials AUG URBAN Drive interest KOL Sharing (Clip + Activation) Camping Farming Guide skills & information to events Sport Interact to reveal Head-down Children Real Play Urban Events Provide Content Call to register Tiki Partnership Drive interest Provide promotion kits Provide support #unframe summer activities Activation Partnerships #unframe Guidebook Provide support RURAL KOLs Sharing Idea hub CMR kick off (11/5) Manifesto Clip KEY HOOK Painting School partnership Drive interest Provide support Real Play Rural Programs Painting PR Amplification Self-defense partnership urban partnerships PAINTING TREASURE HUNT SPORTS Get dirty while unframing your creativity and imagination. Get dirty on the journey to unframe problem solving skills and useful living skills. Get dirty during the competition to unframe discipline and determination. p r o p o s Tei p ds ypAarrt t n e r s CAMPING GARDENING Get dirty while unframing your love for nature and develop teamwork. Get dirty while unframing new perspectives on diligence and responsibility. Dam Sen park KizCiti Family Garden Amitie Sport Club Tipsy Art is the first painting workshop for both skilled & unskilled people -> We can cooperate with them to create a free-style drawing class for the kids. Đầm Sen Park is an amusement park and also the most famous place to not only adults but the kids with huge outdoor area -> We can cooperate with them to create a camp trip with full of experiences for the kids. Top Art VN The BCR Course of Self-Defense and Escape Skills in Career City KizCiti is an useful extracurricular activity for children, helping children to be more confident to explore the colorful life. -> We can cooperate with them to create life skill courses for the kids. Family Garden is a small garden located near city center and covered with the green and vegetables. This is also the place where children can experience activities that allow them to connect with nature -> We can cooperate with them to create farming activities for kids. TopArt is a professional art training program for children from 4 to 15 years old, with the desire to create a child's creative creativity based on Singapore education -> We can cooperate with them to create a free-style drawing class for the kids. The BCR is a relax and entertainment resort for those who love the nature and outdoor sports, and especially there's area just for children with many interesting activities -> We can cooperate with them to create a camp trip with full of experiences for the kids. Amitie method is an educational method for the purpose of creates a "training environment" to nurture children through teaching football. By practicing football, children can develop necessary skills not only physically but also mentally, such as the ability to empathy and judgment, the ability to overcome difficult situations, leadership ... We can cooperate with them to create life skills courses for kids through football. Tomato Edu Tomato Edu is an extracurricular school with many courses suitable for different ages and needs. For example, the "Stop & Think" class helps children judge, analyze and respond to surrounding risks when there are no parents around -> We can cooperate with them to create life skill courses for the kids. Childhood Garden The Experimental Garden Project - Childhood Garden is formed with the goal of focusing primarily on education and building healthy play places for children to help them become familiar with farm life -> We can cooperate with them to create farming activities for kids. rural partnerships PHYSICAL EDUCATION ART LESSONS Học viện Võ Cổ Truyền VN Flamingo Aikido Tipsy Art Top Art VN Vietnam Traditional Martial Arts Federation is going to expand connection with schools and universities to establish Traditional Martial Arts Academy in 2019 with the goal of raising awareness as well as training the art of selfdefense -> We can cooperate with them to create selfdefense courses for kids. Flamingo Aikido is a selfdefense martial art of Flamingo Language School designed specifically for boys and girls from 5 to 14 years old to help the children protecting themselves, avoiding violent and dangerous problems around them -> We can cooperate with them to create self-defense courses for kids. Tipsy Art is the first painting workshop for both skilled & unskilled people -> We can cooperate with them to create a free-style drawing class for the kids. TopArt is a professional art training program for children from 4 to 15 years old, with the desire to create a child's creative creativity based on Singapore education -> We can cooperate with them to create a free-style drawing class for the kids. thank you!
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