Documente Academic
Documente Profesional
Documente Cultură
28.06.2016
THE ROLE OF PR
The challenge we currently face is that without
awareness for the need for meaningful moments
(between moms and kids), it is certain that Kenyan
moms will not see the point of acquiring our Stories
For Life, thus rendering our well-meaning efforts
quite futile.
We know that moms honestly believe that they give
their children the best they can, but they need to
be informed and made aware of the benefits of
meaningful intimacy time (ie story time), and we need
PR to be able to start the conversation and create a
groundswell of opinion on this subject.
How do we do this?
We need to appoint an in-country PR firm to establish
relationships in Kenya with media thought leaders,
DJs editors, NGOs, health and education ministers
etc ; and then to create and facilitate the conversation
around this important topic.
THE BRIEF
We h a v e d e v el o p e d t h e G e i s h a T h e m a t i c C a mp a i g n (O G A) a s w el l a s t h e
c r e a t i v e a r o u n d S t o r i e s Fo r L i fe. W h a t w e n e e d t o d o i s b r i d g e t he g a p w it h
c o m mu n i c a t i o n t h a t g i v e s m o m s a r e a s o n t o b el i e v e i n s p e n d i n g m e a n i n g f u l
t i m e w it h t h e i r c h i l d r e n , a n d s ho w ho w S t o r i e s Fo r L i fe c a n f a c i l it a t e t h i s .
MESSAGING
CREATIVE
C a mp a i g n m e s s a g e a r o u n d
S t o r i e s fo r L i fe
R e a l w o r l d - b o n d i n g m o m e nt
w it h m o t h e r & c h i l d
S t o r i e s & i l lu s t r a t i o n
world
3
2
M e c h a n i c - D i a l U S S D/
v i s it M o b i s it e a n d u s e
c o d e i n s i d e s t i c ke r
B r a n d V i s u a l I d e nt it y
T h e fo l l o w i n g s l i d e s w i l l d e t a i l t h e C o n s u m e r j o u r n e y a n d a d d r e s s t h e a b o v e w i t h w o r k i n g e x a m p l e s .
LAUNCH
PHASE 1
ENGAGEMENT
PHASE 2
BROAD
MEDIA
AWARENESS
ELEMENTS:
T V Ta g
AWARENESS
ELEMENTS:
ENGAGEMENT
ELEMENTS:
PR
Radio
OOH
Inf l u e n c e r K i t s
POS
PR
OOH
Radio
POS
On- pack Stickers
ENGAGEMENT
ELEMENTS:
P a r e n t i n g /S c h o o l B o d y
Forums par tne r ing with
KO L/ N G O
Ac t i v a t i o n/
Theatre
Books
Radio Stories
Head line:
Head line:
He l p p r e p a r e y o u r c h i l d fo r l if e .
Sub -header:
Sub -header:
F r e e s t o r i e s w i t h e v e r y G e i s h a b a r.
S e e s t i c k e r o n p a c k fo r d e t a i l s .
S e e i n s t o r e fo r d e t a i l s .
C o l l e c t a l l 6 s t o r i e s!
KEY
VISUAL
T h e fo l l o w i n g s l i d e s w i l l t a k e y o u
through our thinking on the campaig n
ke y visual s as well as the messages
the y will land.
KEY
VISUAL
REAL WORLD
BONDING MOMENT
T h e m a i n v i s u a l fo r o u r k e y v i s u a l w i l l c o n s i s t o f a l o v i n g
b o n d i n g m o m e n t b e t w e e n m o t h e r a n d c h i l d . Hu d d l e d a r o u n d
a mobil e phone this visual el ement will be shot in the same
treatment as pre vious G eisha work .
KEY
VISUAL
ILLUSTRATED
WORLD
To h e l p c o n v e y t h e fa c t t h a t t h e s e
stor ies are audio books that you
can download on your phone, we
developed a pop - up logo lock- up
that visually conve ys this.
This is then combined with our
real world visual of our mothe r
and child.
KEY
VISUAL
KEY VISUAL 1
Thematic
KEY VISUAL 2
In- Store
PILOT/
LAUNCH
T h e fo l l o w i n g s l i d e s w i l l d e t a i l t h i s
phase of the consume r jour ne y.
PHASE 1
T V Ta g
S h e s e e s S t o r i e s Fo r L i fe a d v e r t i s e d o n T V s t r a i g ht a f t e r
w a t c h i n g t h e G e i s h a T VC .
FVO: Help prepare your child for life. Get free Stories for Life when you buy Geisha.
PHASE 1
Radio
Ta l k s ho w r a d i o s t a t i o n s c o n du c t a n d b r o a d c a s t a n i nt e r v i e w
w it h a t ho u g ht - l e a d e r, d i s c u s s i n g t h e n e e d fo r m o m s a n d t he i r
c h i l d r e n t o h a v e m o r e m e a n i n g f u l b o n d i n g m o m e nt s a n d
u n l e a s h t h e p o t e nt i a l i n t h e i r c h i l d r e n .
PHASE 1
Inf l u e n c e r P a c k
PHASE 1
Ad v e t o r i a l/ P r e s s
O u r c o n s u m e r r e a d s a b o ut S t o r i e s Fo r L i fe i n h e r l o c a l
n e w s p a p e r f i n d i n g o ut t h a t G e i s h a w a nt s t o h elp h e r p ut h e r
c h i l d s f ut u r e i n g o o d h a n d s .
Tiantiae ex et ius, anis dolorer speris maximil magnihillaut acestrum reriae volorunt por ma sitatio
cus utemquaecto con ped qui ipisto que sam rerior
rest a is ut ullore sa verehent officab iusciet urescima
Using Geisha
unlocks entertaining,
values-based stories.
S h e h e a r s a t h e m a t i c a d o n r a d i o, g i v i n g h e r a t a s t e o f w h a t t o
e x p e c t f r o m S t o r i e s Fo r L i fe.
PHASE 1
Radio - Thematic
THEMATIC AD
3 0 s S p o t
SF X:
B a t h t i m e a mb i e n c e
SF X:
5 S n ip p et f r o m o n e
of t he stor ies.
( E . g : M e e t G i n a t h e L a z y G i r a f f e . S h e s l a z y , t o o l a z y b y
half. She gets on he r knees, nibbling to ps of the trees and she
l o v e s i t w h e n s h e t a k e s a b a t h .)
F VO 1:
B l a c k g i r l a g e d 4 -5 .
G i g g l e s . G i n as a l a z y G i r a f fe .
F VO 2 : T h a t it s b et t e r t o w o r k
h a r d t h a n b e l a z y. S h a l l
we f inish t he stor y a nd see?
F VO 1:
Ye s !
SF X:
3 S n ip p et f r o m t h e s t o r y.
A N NCR :
F VO 2 :
B l a c k w o m a n t h e g i r l s m o t h e r.
F VO 1: A b o u t w h a t , m o m m y?
Black woman.
H elp p r e p a r e y o u r c h i l d fo r
l i fe. G et f r e e d o w n l o a d a b l e
S t o r i e s Fo r L i fe w it h e v e r y
G e i s h a b a r y o u b u y. S e e i n
s t o r e fo r d et a i l s .
PHASE 1
Radio - Promo
CALL TO ACTION
SF X:
S h e a l s o h e a r s a c a l l - t o - a c t i o n a d o n r a d i o, t el l i n g h e r t h a t a l l
t h e s t o r i e s c a n b e d o w n l o a d e d fo r f r e e w h e n s he b u y s a b a r o f
G eisha.
3 0 s S p o t
A N NCR :
Black woman.
G e i s h a , A f r i c as f a v o u r it e f a m i l y s o a p
no w b r i n g s y o u G e i s h a , S t o r i e s Fo r
L i fe a f u n a n d e xc it i n g c o l l e c t i o n
o f e du c a t i o n a l c h i l d r e ns s t o r i e s
m a d e t o h elp y o u p r e p a r e y o u r l it t l e
o n e fo r l i fe.
F VO 1:
A l l s i x S t o r i e s Fo r L i fe a r e a v a i l a b l e
a s dow nload able aud io book s t hat you
c a n e nj o y s t r a i g ht f r o m y o u r m o b i l e
p ho n e. G et S t o r i e s Fo r L i fe f r e e w it h
e v e r y G e i s h a b a r y o u b u y. S e e i n s t o r e
fo r d et a i l s .
F VO 1: B l a c k w o m a n .
O f c o u r s e w e c a n m y a n g el .
Black woman.
S w e et i e , it s b a t h t i m e!
F VO 2 : B l a c k g i r l a g e d 4 -5 .
C a n w e l i s t e n t o a no t h e r
s t o r y?
PHASE 1
Mobile Media
W h i l e o n h e r p ho n e, s h e s e e s a n i m a t e d b a n n e r s no t i f y i n g h e r
t h a t s h e c a n g et S t o r i e s Fo r L i fe r i g ht t h e r e o n h e r p ho n e.
PHASE 1
Outdoor
W h i l s t c o m mut i n g , a b i l l b o a r d e n s u r e s t h a t s h e k no w s t h a t
h e r f a v o u r it e f a m i l y s o a p h a s s o m et h i n g e x t r a t o o f fe r h e r
a nd her chi ld.
OOH - Billboard
PHASE 1
POS
W h e n s ho p p i n g , s he s e e s S t o r i e s Fo r L i fe a d v e r t i s e d i n - s t o r e
a n d i s r e m i n d e d t h a t w it h e v e r y p u r c h a s e s h e i s a b l e t o
d o w n l o a d a f r e e s t o r y t h a t t e a c h e s h e r c h i l d l e s s o n s fo r l i fe.
Bunting
PHASE 1
POS
W h e n s ho p p i n g , s he s e e s S t o r i e s Fo r L i fe a d v e r t i s e d i n - s t o r e
a n d i s r e m i n d e d a b o ut t h e b e ne f it s o f d o w n l o a d i n g t h e m a n d
t h a t a l l s i x s t o r i e s a r e f r e e.
Gondola end
POS
Poster
Cat Banne r
Pack Sticke r
ENTRY
MECHANIC
USSD
S h e d i a l s t h e U S S D nu mb e r fo u n d
i n s i d e t h e s t i c ke r a l o n g w it h t h e
c o d e. H e r p r o f i l e w i l l b e u p d a t e d
a n d p o i nt s r e d e e m e d .
She is able to eit her:
MOBISITE
1 S h e g o e s s t r a i g ht t o t h e m o b i s it e a n d
e nt e r s h e r o n - p a c k s t i c ke r c o d e
2 S h e r e d e e m s h e r p o i nt s a n d i s a b l e t o
s el e c t t h e s t o r y s h e h a s t he o p t i o n
o f t h e l o n g v e r s i o n a n d t h e s ho r t
ver sion
2 D o w n l o a d t h e s t o r i e s a n d w i l l g et a
b o u n c e b a c k S M S w it h m o b i s it e l i n k
A u d i o b o ok s
long & shor t
PHASE 1
Mobisite
Landing
A t ho m e, s h e v i s it s t h e S t o r i e s Fo r L i fe m o b i s it e a n d g et s t o
prev iew one of t he stor ies.
Landing
Landing
MOBI
PAGES
Feature
MOBI
PAGES
smar t
Landing
Points
Points message
MOBI
PAGES
smar t
L i b ra r y
Stor y features
MOBI
PAGES
smar t
About G eisha
Contact
Enquir y
PHASE 1
Forums
S h e a t t e n d s a p a r e nt i n g /s c ho o l b o d y fo r u m a n d f i n d s o ut a b o ut
t h e i mp o r t a n c e o f d o w n l o a d i n g a l l s i x s t o r i e s a n d e nj o y i n g
t h e m w it h h e r c h i l d .
PHASE 2
T h e fo l l o w i n g s l i d e s w i l l d e t a i l p h a s e
2 of the consume r jour ne y.
PHASE 2
Ac t i v a t i o n s
PHASE 2
Radio
F u l l l e n g t h s t o r y fe a t u r e s p l a y o n r a d i o, s ho w i n g a ny m o m s
w ho h a v e nt y et d o w n l o a d e d a ny s t o r i e s j u s t ho w b e a ut i f u l ,
e du c a t i o n a l a n d f u n S t o r i e s Fo r L i fe c a n b e.
CONSUMER JOURNEY
P H A S E 1 : P I L O T/
L AU N C H
S h e h e a r s t a l k s h o w r a d i o i nt e r v i e w s w i t h
t h o u g ht - l e a d e r s .
P H A S E 2 : E N G AG E M E N T
She pick s up a bar of G eisha and sees t he
o n - p a c k s t i c k e r.
S h e v i s i t s t h e S t o r i e s Fo r L i f e m o b i s i t e
a n d p r e v i e w s a s t o r y.
S h e r e a d s a b o u t S t o r i e s Fo r L i f e i n h e r
l o c a l n e w s p a p e r.
A p a r e nt i n g /s c h o o l b o d y f o r u m
encour ages her to enjoy a ll si x stor ies
w it h her ch i ld.
S h e s e e s S t o r i e s Fo r L i f e a d v e r t i s e d
o n T V.
S t o r i e s Fo r L i f e p e r f o r m s a t h e r
c h i l d s s c h o o l .
She buy s G eisha to get more stor ies.
T h a n k Yo u
Copyright: This document remains the proper ty of The Hardy Boys (Pty) Ltd.
T h i s d o c u m e n t i s p r i v i l e g e d a n d c o n f i d e n t i a l a n d f o r t h e u s e o f t h e r e c i p i e n t o n l y. U n a u t h o r i s e d u s e , d i s c l o s u r e o r c o p y i n g o f t h e c o n t e n t s o f t h i s d o c u m e n t o r a n y s i m i l a r a c t i o n i s p r o h i b i t e d . T h i s r e s t r i c t i o n i s
a p p l i c a b l e t o a l l s t r a t e g y, i d e a s , c o n c e p t s a n d d e s i g n e l e m e n t s o f t h i s p r o p o s a l . P r o p o s a l s p r o v i d e d b y T h e H a r d y B o y s ( P t y ) L t d t h a t r e c e i v e n e i t h e r t h e c o m m i s s i o n n o r p a y m e n t f o r t h o s e p r o p o s a l s , r e m a i n t h e
p r o p e r t y o f T h e H a r d y B o y s ( P t y ) L t d a n d t h e i r c o n t e n t s s h a l l n o t b e r e v e a l e d t o a n y t h i r d p a r t y.