Sociocamp 2015 Grand Finale Slides
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This is our slides for Sociocamp 2015 Grand Finale. Our objective was to reduce use of harmful plastic water bottles. It was a fun yet challenging competition. With the Grace of Almighty, we Team Dexters became the champion of it. Enjoy. :D
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Sociocamp 2015 Grand Finale Slides
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- 9. 9 ANALYSIS SITUATION Recycling 43% of the plastic products are used once only and thrown away. 37% of the total plastic waste collected are recycled. Percentage Contribution to Total Waste Usage 5-6kg per capita per year. 12% of the total waste generated is from plastic.
- 11. 11 ANALYSIS SITUATION Let’s reuse! This bottle has greater potential It’s obsolete OUR TARGETCURRENT MINDSET Change in perception It’s only a bottle
- 12. 12 TARGET GROUPS 1 2 3 DHAKA REGION KNOW LITTERING IS HARMFUL BUT DOES NOT ACT SOCIO ECONOMIC CLASS A and B TARGET GROUP
- 13. 13 BIG IDEA 1 2 3 4Give bottle a new Life by reusing Humanize the bottle to tap emotions Ensure a sustainable solution Reuse to make Plastic goodies A POSTIVE BEHAVIORAL CHANGE
- 14. 14 CAMPAIGN LOGO GOES WITH CAMPAIGN EASY TO UNDERSTAND REINFORCES CAMPAIGN MESSAGE COHERENT COLORS
- 15. 15 CAMPAIGN TAGLINE REFLECTS CAMPAIGN MESSAGE HAS A CALL FOR ACTION EMOTIONAL APEAL EASY TO REMEMBER
- 16. 16 CAMPAIGN PHASE 01 02 03 AWARENESS PHASE EDUCATE PHASE ACTION PHASE HYPE GENERATION TEASER:CREATE INTEREST DURATION: 1 MONTH EDUCATE BEHAVIOUR CHANGE DURATION: 11 MONTHS PROVIDE RESULTS REINFORCE DURATION: 1 YEAR
- 19. 19 Grab attention Trigger emotion Cover a large area Act as moving awareness media 2 3 1 4 AWARENESS PHASE
- 20. 20 Grab attention Trigger emotion Cover a large area Act as moving awareness media 2 3 1 4 AWARENESS PHASE
- 21. 21 Portray harmful effects Focus on the big idea Engage people, touch point of target market Share content regularly 2 3 1 4 AWARENESS PHASE Fulfill a bottle’s dream
- 22. 22 TVC AWARENESS PHASE EMOTIONAL APEAL CALL FOR ACTION BOTTLE IS MORE THAN TRASH REFLECTS CAMPAING MESSAGE
- 23. 23 EDUCATE PHASE
- 24. 24 Simple and easy to use Crush a bottle: Get a token 50 token submit: Gift items Placed in touch points 2 3 1 4 DEPOSITING CAN
- 25. 25 Target Number Of Bottles To Be Carried: 460800 FOOTPRINT CARBON COMPRESSED=800 NON COMPRESSED=200
- 26. 26 FOOTPRINT CARBON COMPRESSED=24 NON COMPRESSED=96 Trips to factory per month
- 27. 27 FOOTPRINT CARBON COMPRESSED=3162kg NON COMPRESSED=12762kg Co2 emission 5.5kg per trip 5.5kg per trip
- 29. 29 Billboard EDUCATE PHASE TOUCH POINTS SHAHBAG BANANI UTTARA আপনার হাতেই শুরু একটি ব ােতের স্বপ্ন পূরতের পথচো
- 30. 30 PRINT ADS EDUCATE PHASE TOUCH POINTS SOCIAL MEDIA GROCERY STORES NEWSPAPERS
- 31. 31 PRINT ADS EDUCATE PHASE TOUCH POINTS SOCIAL MEDIA GROCERY STORES NEWSPAPERS আপনার হাতেই শুরু একটি ব ােতের স্বপ্ন পূরতেরপথচো
- 32. 32 ACTIVATION CRUSH A BOTTLE Will create a buzz and hype on offline And online Target college and Universities like NSU, IUB, BRAC, NDC Engage buzz agents Winners will get a prize item A competition with booth Who can crush bottle fastest
- 33. 33 PACKAGING INNOVATION Reusing manual Indicate possible ways to reuse it Reuse bottles to give a new life During the educate phase A small manual attached with the bottle 2 3 1 4
- 34. 34 A mobile van with mechanical trash cans attached and half transparent People will drop their bottles in the cans and input their names on screen Message from monitor and incentives Picture taken by camera and directly uploaded via Facebook page
- 35. 35 They are recognized as responsible citizens helping to make the dreams come true The recognition on social media acting as an incentive will result in behavioral change People tend to show a positive image on social media will share on their profiles which will lead to a buzz .The photos are posted on the Facebook event page everyday using # tag
- 36. 36 #dreamofabottle Step 3 The items will be judges mainly on the Creativity and social media response Step 2 Post it on event page with #storyofabottle and share via that page Step 1 With a plastic bottle make something useful and very creative Final Step Best items are exhibited and winners get attractive Walton phones as prizes
- 37. 37 BOTTLEBAG CHALLENGE Will create a buzz and hype on social media Collect used bottles in a transparent bag Post 10 second video on Face book and nominate 5 other friends to do the same Put them in the nearest trash cans and properly dispose using the lever
- 38. 38 CAMPAIGN AMBASSADOR Create great awareness Leverage goodwill of the celebrity to spread campaign message Promote message “ Help fulfill a bottle’s dream: Save the environment in social medias 2 3 1
- 39. 39 ACTION PHASE
- 40. 40 RESULTS Message in packaging: I was a bottle Help to relate campaign from the beginning End products made with bottles 2 3 1
- 42. 42 CAMPAIGN GIVE A LIFE Turn bottle into spray, light, push tubes Reuse the bottle give a new life One month long campaign A package with return of 10 bottles 2 3 1 4 FULFILL MY DREAM
- 43. 43 CAMPAIGN FULFILL A DREAM Ensure positive behavioral change
- 44. 44 EXHIBITION Engage the underprivileged Make beautiful artefacts from used bottles Exhibition to sell those artefacts Empowering the underprivileged Create good perception and reinforce Campaign message স্বপ্ন পূরে
- 45. 45 EVERY BOTTLE HAS A STORY EXHIBITION
- 46. 46 EVERY BOTTLE HAS A STORY EXHIBITION
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- 48. 48 TIMELINE YEAR 1 YEAR 2 Quarter 1 Quarter 2 Quarter 3 Quarter 4 Quarter 5 Quarter 6 Quarter 7 Quarter 8 Social Media Celebrity Endorsement Give a Life Print Ads Billboard Posters TVC Bottle Van Exhibition RDC Activation
- 49. 49 T V C - E A C H Q U A R T E R Channel Name Duration Rate Play times in 90 days Total Ntv 30 sec Tk 25,000 90 Tk 22,50,000 Channel I 30 sec Tk 23,000 90 Tk 20,70,000 BUDGET SCHEDULING P R I N T A D S - E A C H Q U A R T E R Company Rate Print in 90 days Total Daily Prothom Alo Tk 14500 2 times/ week Tk 3,48,000 Daily Star- Shout Tk 12500 2 times/ week Tk 3,00,000 R D C - E A C H Q U A R T E R Channel Name Duration Rate Play times in 90 days Total Radio Foorti 30 sec Tk 2,000 720 Tk 14,40,000 Radio Today 30 sec Tk 1250 720 Tk 9,00,000
- 50. 50 MASTER BUDGET Serial Items Cost (taka) 1 Social Media 5,80,000 2 Activation 5,00,000 3 Give a Life 24,00,000 4 Print Ads 32,40,000 5 Billboard 60,00,000 6 Posters 34,00,000 7 TVC 1,72,80,000 8 Bottle Van 25,00,000 9 Exhibition 6,00,000 10 RDC 93,60,000 11 Recycle Bin 25,00,000 12 Miscellaneous 5,00,000 Total 4,88,60,000
- 51. 51 Tk 4,88,60,000 TOTAL CAMPAIGN COST
- 52. 52 Target Population within range: DESIRED TOTAL REACH Cost of reaching each customer: 31,386,313 (approx) 18,831,787 (approx) tk 2.59/ person MONITORING
- 53. 53 MONITORING Surveys Perception of people TOMA Periodic Market Research Rate of Littering
- 54. 54 SAMPLE SURVEY QUESTIONS 1) Have you heard about the campaign “একটি ব ােতের স্বপ্নপূরে”??? 2) Do you remember the message of the campaign? 3) Have you participated in any part of the campaign? 4) Do you still litter/dispose the bottle properly?
- 55. 55 CONTINGENCY PLAN POSSIBLE OUTCOMES CONTIGENCY (AGGRESSIVE) -More research and new activities, more frequency and reach SUCCESS NO CHANGE CONTIGENCY PLANS FAILURE Design contingency plan based on the EVALUATION
- 57. 57 Bottles per Truck 800 200 Trips to factory per month 24 96 CO2 Emission per Trip 5.5 kg Trees Required 146 trees 582 trees CO2 Emission In 2 years 3168 kg 12,672 Compressed Without Compression 5.5 kg Target Number Of Bottles To Be Carried: 460800 FOOTPRINT CARBON