The MAA Worldwide 2008 Global Academic Challenge

School

Taylors College Petaling Jaya

A4-102, Level 1, Block A4, Leisure Commerce Square, 9, Jalan PJS 8/9, 46150 Petaling Jaya, Malaysia.

Team Name Team Members

: :

Red Ant Hilyah Binti Mohd Raffick (Team Leader) Alison Seow Ai Lee Benjamin Henry Teoh Leanne Wong Lai-Yin Stephanie Mill a/p Sasoo

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Contents
1.0 Overview & Promotion Marketing Objectives 1.1 The Client 1.2 What is Climate Change 1.3 How does Climate Change Happen 1.4 The Local Situation 1.5 SWOT Analysis 1.6 Problem Statement 1.7 Objectives 2.0 The Recommended Strategy 2.1 Target Audience 2.2 Strategies 3.0 Creative Ideas & Campaign Execution 2.3 Tactics 3.1 Media 3.2 Media and Activities Schedule 3.3 Creative Materials 3.4 Budget 4.0 Expected Results 4.1 Measurements & Evaluation 4.2 Conclusion 5.0 6.0 Bibliography Appendix

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3

11

17

18 20

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1.0 Overview
1.1 The Client In line with its responsibility to tackle climate change, the Malaysian Ministry of Natural Resources and Environment seeks to conduct a six-month communication campaign aimed at reducing household electricity consumption. 1.2 What is Climate Change? Climate change refers to change in the earths climate conditions in terms of temperature, wind pattern and precipitation among others, which triggers extreme weather conditions such as heat waves, droughts, floods and typhoons. These implications affect mankind both economically and socially in enormous magnitudes because of the deaths and destruction they bring. These extremities kill approximately 150 000 annually. Reduction of soil fertility and agriculture output, rapid spread of diseases like malaria and contaminated fresh water supplies are just some of the consequences of extreme weather conditions (Greenpeace Org. 2008). 1.3 How does Climate Change Happen? An increased concentration of certain gases (known as greenhouse gases) in the earths atmosphere prevents the heat release via the planets natural temperature-control system. As more heat is trapped, the earth temperature rises drastically, causing global warming which is the underlying cause of extreme weather (Greenpeace Org. 2008). Carbon dioxide (CO2) is the most prevalent of greenhouse gases. Excessive amounts of it are emitted into the atmosphere when fossil fuels are burned to generate energy in order to meet the demands of globalization (Greenpeace Org. 2008). The client has identified households as the most opportune area to reduce CO2 emission in the short-term, as up to 20% of all household electricity is being wasted by inefficient usage 1.4 The Local Situation 98% of Malaysias electricity was generated through the burning of fossil fuels as of 2005 (Malaysia Energy Centre 2008). Between 1990 to 2004, Malaysian carbon emission rates increased by 221%, making the country the 26th largest emitter of greenhouse gasses in the world, with the highest growth rate among the worlds top 30 CO2 emitters (Associated Press 2007). In December 2006 and 2006 and January 2007, the Malaysia experienced devastating monsoon floods, a consequence of climate change. Recognising the adverse impacts of climate change, the Malaysian government is determined to exercise its responsibility to curb it.

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At a global level, Malaysias participation in climate change projects includes: The Sydney Declaration o APEC (Asia-Pacific Economic Cooperation) countries commit to improve energy efficiency by at least 25 per cent by 2030 (ABC News 2007). Kyoto Protocol o Countries commit to reduce greenhouse gas emissions by 5.2% from 1990 levels between 2008 and 2012 (UNFCCC 2008). In terms of householders, the Government has launched the MBIPV (Malaysia Building Integrated Photovoltaic Project), which allows Malaysians to install solar electricity generators at high discount (UNDP Malaysia 2007). The market situation in Malaysia in light of a climate change campaign is summarised in the following SWOT (Strengths, Weaknesses, Opportunity and Threats) analysis. 1.5 SWOT Analysis for Change Climate Change 1.5.1 Strengths
1. There is a high level of awareness on climate change and global warming

amongst the general public1 as Malaysian city folk have been repeatedly exposed to climate change efforts.
2. Across all age groups, Malaysians indicated a high willingness to change

their habits2 to curb climate change. 3. More and more companies are geared towards tackling climate change as part of their Corporate Social Responsibility programs. 1.5.2 Weaknesses 1. Across all age groups, inaccurate knowledge about energy-saving practices rated highest when placed against other reasons why Malaysians did not use electricity efficiently.

2. A significant portion of Malaysians believe Malaysia is not a major

contributor of carbon emission. Among those who acknowledged carbon emission as a problem, more than 75% blamed industries and companies for it (AXA Retirement Scope Survey 2008). Hence, they are not pressured by the need for change in their individual lives. 1.5.3 Opportunity
1. The recent increase in fuel prices and electricity tariffs can be a force factor

for the public to consider switching to renewable energy.

1 2

86% of respondents are aware of climate change (Market Analysis Survey 2008) Ages 18 to 24 (95%); ages 25 to 45 (96%); ages 46 and above (86%) (Market Analysis Survey 2008) Page 4 of 48

2. Previous climate change campaigns such as Climate Change Week 2008 by YTL Corporation Berhad and World Environment Day 2008 have created a buzz on climate change that we can ride on. Since Malaysians already show sufficiently high knowledge and positive attitudes towards climate change, we can now focus our efforts on persuading behavioural change instead. 3. There are many companies we can collaborate with that have identified environmental concern as part of their Corporate Social Responsibility program. 1.5.4 Threats
1. Message clutter from other local or global environmental issues campaigns

that may prevent our campaign from having a significant impact on the target audience.

2. Opposition from traditional coal-fired energy providers.

1.6 Problem Statement Inefficient household electricity consumption habits3 lead to unnecessary carbon emission, which in turn, contributes to climate change. 1.7 Objectives Based on the results of the Market Analysis Survey and Focus Group Interview, one of the main problems identified is low consumer knowledge on correct electricitysaving practices despite a high awareness about climate change, and a willingness to change for the better. 1.7.1 General Objective To encourage and motivate householders to voluntarily reduce electricity consumption. 1.7.2 Organizational Objective To promote, ensure and sustain sound environmental management in the process of nation building (Ministry of Natural Resources and Environment 2008). 1.7.3 Marketing Objectives To reduce household electricity consumption by 10%. To stimulate demand for alternative energy-saving appliances. 1.7.4 Communication Objectives
3

Leaving appliances on standby mode, leaving lights on when not in use, excessive air conditioning, continued usage of old appliances, etc. (Market Analysis Survey & Focus Group 208) Page 5 of 48

To increase householders knowledge about correct electricity-saving practices from 33% to 65%. To set the mindset that climate change affects everyone and should be addressed together.

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2.0 The Recommended Strategy

2.1 Target Audience Bases for audience segmentation were identified as: Demographics Geographic Psychographics Benefits 2.1.1 Demographic i. Primary audience Teenagers and young adults aged 18 to 24. Rationale: This age group consumed the most electricity with leisure appliances such as computers, music players and television. They leave computers on for days to download music and movies (Focus Group 2008). 73% of respondents leave appliances on standby mode because they have an inaccurate perception that standby mode conserves plenty of electricity (Market Analysis Survey 2008). ii. Secondary audience Adults aged 25 to 45. Rationale: This age group consisted the second highest electricity users. 48% leave appliances of standby mode because they thought standby mode saves plenty of electricity (Market Analysis Survey). 2.1.2 Geographic i. Kuala Lumpur (KL) Rationale: KL is not only the largest city (1.6million people), but also the capital of Malaysia. It is easiest to affect measurable change here because high exposures to previous climate change projects have contributed to high awareness about climate change4 among residents. Also, KL is an important education hub where tertiary students aged 18 to 24 from around Malaysia gather5. This is an opportunity to convert them so that they bring new electricity consumption practices back to their respective hometowns. 2.1.3 Psychographics6 i. The Indies The Indies mainly constitute teens, although they do stretch into the late 20s. Although they come from different backgrounds, they have a strong and similar
4

Market Analysis showed that across all age groups, 86% of respondents are aware of climate change. 5 25% of the KL population are students (DBKL 2008). 6 Identified from Focus Group Interview 2008. Page 7 of 48

appreciation for art in various forms. The current youth culture holds a fascination for individuality and leaving a legacy. Hence they appreciate non-mainstream channels that promote freedom of expression such as online social networks, underground bands such as Hujan. All walks of life. Individualistic. Artsy. Believe in making a difference. ii. Nest-Makers These include families with children, as well as young couples who are just seeking to start a home. They constitute the working population. They are a suitable audience as research7 shows that higher-income earners are more aware and concern about climate change. Middle to upper middle class. Family oriented Cost conscious. Mainstream. 2.1.4 Benefits i. Social Responsibility ii. Economical Rationale: Based in the Market Analysis Survey, respondents cited social responsibility to create a better earth and increasing electricity tariffs as the main motivations for them to make a change of habits. Still, social responsibility appeared to be the main motivation across all age groups. 2.2 Strategies Hence, the campaign is called Unplug 2.2.1 Trend setting A significant amount of our survey respondents (86%) aged 18-24 said they are aware of climate change and global warming and 95% are willing to make lifestyle changes, but many do not switch appliances off when not in use because they thought standby mode saves electricity. This indicates inaccurate knowledge about electricity-saving practices. To communicate correct practice to this particular group of people (The Indies), we have decided to use trend setting as an approach to plant the seeds of good electric consumption habit within them. The challenge however, is to avoid making Change Climate Change a trend that may appear cheesy or lame. At this stage, youths tend to be more cynical towards advices. With the rise of the Indie trend amongst youths, the campaign can ride on the wave of this trend and communicate to The Indies with the right voice. Based on observations among youth channels such as Facebook, Blogspot, Xanga and
7

AXA Retirement Scope Survey 2008 (NST Online 2008) Page 8 of 48

such, there is high involvement among the Indies in art exhibitions, independent entrepreneurship, Indie music gigs, etc. Such events can be a great channel to disseminate messages of educating the correct practices to conserve electricity. 2.2.2 Social Networking Social networking involves a group of individuals who share similar interests. These networks are influential in changing ones attitude and behaviour, and can be used to communicate the intended message to the target audience at large. As such, the communication plan will emphasize on online social networking, as social sites such as blogs currently are prevalent. Social networks as nonmainstream media are especially popular and influential among the primary target audience. Also, more and more people among the secondary audience have begun using these media (Focus Group 2008). With millions of people engaged in online socialization, this is a great avenue to efficient electricity usage. The messages passed around within circles of friends and family will hopefully influence individuals across the large city. 2.2.3 Strategic Partnerships The execution of communication plans through a diverse channel will require collaboration with other partners. These partnerships will include those who are interested to carry out social responsibility to curb global warming. Partners will work together at all stages of the communication plan to coordinate design and promotion aspects. This involves collaboration with online websites to allow rollover motions to advertise the campaign, and to educate the target audience on climate change and good electricity consumption practices. Also, to stimulate demand for alternative energy-saving appliances, we will collaborate with companies that sell energy-saving appliances to promote their products and sell at a cheaper price. 2.2.4 Creative Strategy Unplug Campaign Unplug as the campaign name posts a dual meaning. Firstly it implies switching off appliances when are not in use to save electricity. Secondly, unplug refers to acoustic music which holds a special appeal with a primary target audience. Theme Line Change of personal habit to curb climate change. Tagline You Can Change Climate Change Key Visuals The logo is a lightning bolt with the word unplug in it. The symbol represents electricity.

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Appeal and Tone/ Manner Light humour is selected as the appeal employed throughout all communication materials. This is because individuals from different age groups can easily relate to it. Subsequently, an informal tone is used to encourage audience participation.

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3.0 Creative Ideas & Campaign Execution

3.1 Tactics 3.3.1 Event: Go Acoustic Go Acoustic is an outdoor event that will be the held on June 7th 2009 which will highlight of the Unplug campaign. It will run from 10 am to 6 pm at the KLCC Park. A music based event is chosen because music is an important part of the primary target audiences lifestyle. The event name, Go Acoustic not only refers to the main highlights which is acoustic music, it also implies the need for people to go acoustic in life by reducing unnecessary use of electrical appliances. The main idea of the event is an at-the-park carnival that promotes the reduction of electricity usage. Instead of full-fledged bands, invited artistes will perform acoustic pieces among the crowd busker-style. Held outside in the daytime, the event will highlight the beauty of using sunlight as a clean source of energy. Other activities for the event include: Indie Brands Bazaar (Wondermilk, Bittersweet apparel, etc) Live Acoustic performances by Various Indie Artists (Hujan, Lap Sap, Carburettor Dung, Azmyl Yunor & the Sigarettes etc.) Interactive activities by the organisers. A screening of a climate change video entitled Unplug: Or it all goes to waste during the event launch. Food, drinks, mats and colourful umbrellas will be provided to create a picnic ambience. Light bulb exchange booth where guests exchange old light bulbs for energy-saving ones. Individuals who exchange light bulbs will immediately be included in a lucky draw whereby 15 people will win CFC-free and energy-efficient fridges. Contest where during the five months prior to the event, participants are required to save electricity as much as possible. 50 households with the highest reduction percentage in electricity consumption over the last five months will win a RM200 subsidy in electricity bill for the next six months. Winners will be determined by the electric bills that participants bring to the event.

3.3.2 Roving Expeditions Several teams (four members in each team) will make their rounding in their respective target household areas within Kuala Lumpur city. Their tasks include educating householders about the practices of conserving electricity and selling energy-saving products. There will be educational games to play and freebies will be given out to the spectators to attract them.
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These expeditions will take place prior to and after the Go Acoustic event. Additional tasks to be conducted are listed below: Pre-event Conduct surveys on the electric bills of houses in the area during the first month of the campaign, announce the upcoming Go Acoustic event, and promote the contest. Post-event Conduct surveys on the electric bills for the last month of the campaign in order to measure if objectives were achieved, and to determine the effectiveness of the campaign. 3.3.3 Social Networking Websites Online social sites are a cost effective way to promote the cause of the campaign. Facebook In Facebook8, the Superpoke application is a crowd favourite which allows users to send a virtual object or perform a virtual action with one another. A trend can be started here by introducing Superpoke icons such as switched off the light or will not leave his/her pc on standby mode. As the Superpoke icons circulate among users, they will create hype for the campaign and maintain top-of-the-mind awareness about climate change among users. Apart from that, a Facebook Group called UNPLUG can be used to built a community that supports energy conservation. Facebook is selected as the main channel to promote the Go Acoustic event. The success of previous events such as KL Freeze9 that utilized Facebook as a core promotional channel proves the credibility of this channel among the target audience. Blogs Blogs have developed enormous popularity among Malaysian city folks. This campaign will collaborate with renowned Malaysian bloggers such as Kenny Sia10, Jeff Ooi11 and Joyce Wong12 to communicate electricity efficiency messages to their readers. Additionally, we will collaborate with Indie entrepreneurs and performers as many of them also maintain popular blog sites. Channels as these are important grassroots to gain credibility for the campaign.

Approximately 26.6 million users per month visit Facebook. Between 2005 and 2006, visitors aged 25-34 increased by 181% (Diaz 2007). 9 KL Freeze, held on 13th April 2008, saw over a thousand strangers freezing in unison simply to promote unity at Pavilion Shopping Centre in Kuala Lumpur. 10 kennysia.com 11 www.jeffooi.com 12 www.kinkybluefairy.net Page 12 of 48

3.3.4 Official Partners Philips As the official electronics brand and main sponsor, Philips will be working on promoting energy-saving appliances, as well as educating the target audiences about the correct practice of conserving electricity. Philips is an excellent partner to collaborate with because of its long list of philanthropic activities in relation to environmental conservation. It is known as one of the most environmentally aware corporations in the world with a policy record dating back 30 years (Cheang 2008). Wondermilk As the official designers, they are an independent graphic design consultancy with a large following amongst the Indies. They will design statement t-shirts that will spark a trend among the target audiences especially the Indies. 8TV 8TV is a television channel semi-owned by the Malaysian Government via Media Prima Berhad. With 8TV as the campaigns official television partner, the campaign will maximise screen frequency during the 8TV Quickie, a 15minute live programme between 11.30pm to 11.45pm and hosted by popular icons such as Aishah Sinclair, Belinda Chee, Razif Hashim, Rina Omar and Phat Fabes on weekday nights. The Quickie, which is slotted in between shows that rate high among the target audience (Focus Group 2008), features sneak previews of the upcoming movies, games to win prizes, latest happenings in town and special guests. Clad in t-shirts designed by the official designer partners, the hosts will promote the campaign and announce upcoming campaign activities. The 8TV quickie hosts will also be hosting the Go Acoustic event. Fly FM Fly Fm, a radio channel owned by Media Prima is selected as the official radio partner. It is a popular channel among the target audience. Although we will buy airtime for our radio advertisements, the DJs will casually promote the campaign and its causes during talksets. KLue As the official medium for magazine, KLue publishes news that covers the people, place and events on both web site and monthly magazine. They will cover the activities throughout the six-month campaign. Also, t-shirts designed by the official design partners as well as the educational electricity- efficiency will be featured in the KLue magazine and web site. 2.3.5 Media Primary research data after gathered from survey results conducted for this campaign, target market shows that the target audiences for this campaign is exposed to different media in their daily lives. The media strategy consists of various types of media such as:Page 13 of 48

Television: 8TV Quickie (30 sec advertisement) Radio: Fly FM (30 sec adevertisement) Point-of-Purchase (POP; LRT tickets, stickers) Poster (A3) Internet: Facebook and blogs 3.2 Media 2.4.1 Media Rationale i. Television 8tv Quickie Television is said to be one of the most effective and intrusive media to with its combination of movement, sight, and sound (Barban et. al, 1993). Using 8TV Quickie as a channel to communicate will be an opportune avenue to reach the target audience about electricity consumption as our selected target audiences are highly exposed to the medium. 8TV Quickie will also convey the message in a suitable voice that matches the tone of our communication messages. We should take advantage of using the hosts of 8TV to hype the campaign, as they are our official TV station. ii. Radio Fly FM will be our official Radio station as it is from the same media group (Media Prima). Messages conveyed through the radio station should reach our selected target audiences during peak hours (6am 10am & 4pm- 8pm). During these peak hours, the target audiences will be exposed to the advertisement while going to and from work. Thus, when they listen to the jingle, they will be inspired by being informed of practices that should be taken to save electricity. By airing the jingle, will give us a higher possibility of them remembering it because it has a fun appeal, tone and manner. iii. Internet Media

During the course of the campaign, social networking will be used, including Facebook Group Profiles, roll-over motions on MSN and working with influential bloggers that use Blogspot. Based on our survey, most respondents spend a lot of time on the Internet. With the rage of social networks these days, we should be able to grab the target audiences attention, thus conveying the message across to them. iv. Supplementary Media: LRT Tickets, poster, stickers

These supplementary media is a great way to create top- of- the mind awareness as they are low cost and have high frequencies among audiences. Also, its physical form lets audiences engage with the campaigns efforts in informing correct practices of saving electricity consumption. The Rapid KLs LRT tickets contain headlines that encourage audiences to read the flip side of the ticket; which in turn tells them how to save electricity correctly. Posters will be pasted at popular hang out spot where teenagers and young adults usually spend like Starbucks, shopping malls and train stations. Although stickers do not inform its target audiences much, it does create buzz and awareness amongst the target audiences.
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3.3 Media & Activity Schedule

January to June 2009

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3.4 Creative Materials Please refer to Appendix.

3.4 Budget Total Budget Given: RM 817,50013 Please refer to appendix for detailed budget calculations.

Total Budget Television Total Radio Total Roving Expedition Supplementary Event Miscellaneous Contingency Total Budget : RM 104,544 : RM 50,000 : RM 190,500 : RM 270,440 : RM 50,000 : RM 13,680 : RM 817,500 : RM 138,336

Allocated Budget for Promotional Plan = RM 817,500

(6months)

13

Converted from US$250,000 based on a conversion rate of 3.27 as of 16 June 2008. Page 16 of 48

4.0 Expected Results

4.1 Measurements & Evaluation 4.1.1 Measuring Campaign Objectives i. Marketing Objectives To reduce household electricity consumption by 10%. At the beginning of the campaign, the Roving Expeditions will enter housing areas and conduct surveys of electrical bills from households in the area. At the close of the campaign, the teams will repeat the same procedure to tabulate the difference in electrical bills over the campaign duration. An average reduction percentage in electricity bills will then be tabulated to measure against the 10% benchmark to see if the objective is reached. To stimulate demand for alternative energy-saving appliances. The campaign organizers will work hand in hand with the official electrical appliance partner, Philips to determine if there is an increase in sales for Philips energy-saving appliances. ii. Communication Objectives To increase householders knowledge about correct electricitysaving practices from 33% to 65%. To set the mindset that climate change affects everyone and should be addressed together. A survey will be conducted and the results will be measured against the Market Analysis Survey done prior to the campaign. 4.1.2 Methodology i. Market Analysis Survey A market analysis survey was conducted among 210 random residents of Kuala Lumpur to understand the knowledge, attitudes and behaviours of respondents towards climate change, carbon emission and electricity usage, as well as their media consumption habits. ii. Focus Group Interview Once the primary and secondary target audiences had been identified, a focus group interview was conducted. Ten Kuala Lumpur residents aged 18 to 45 were randomly selected to participate. Information gathered from this interview served in strategy, channel and message selection. ii. Observation

To understand the current youth culture, the contents of popular youth channels such as Facebook, MySpace, and Blogspot were observed. As for events, the methods below can be used;
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i. Head-count The number of guests who attend Go Acoustic can be calculated from the number of umbrellas given out as door gifts.

ii. Feedback Evaluation forms will be distributed to the Go Acoustic guests to find out the strong and weak points of the event.

iii. Survey Survey on electrical bills will be conducted by the roving teams at the designated household areas in the first and last month of the campaign.

iv. Media coverage Media monitoring will be carried out through news clipping to measure the amount of coverage of the campaign.

v. Internal evaluation The organisers will conduct an internal post-campaign evaluation to determine the success 4.2 Conclusion The Market Analysis Survey revealed many opportunities to which the client can take advantage off. By devising a well-planned strategy and creative communication materials, it is possible to achieve the pre-determined objectives. Essentially, the key to overcoming climate change issues at a household level, is to target the biggest contributors to the problem in a way that can appeal to them.

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5.0 Bibliography
Asia Energy Revolution 2005, About Climate Change Greenpeace, viewed on 2nd June 2008, <http://www.greenpeace.org/china/en/campaigns/stop-climate-change/ourwork/asia-clean-energy-revolution-tour/faq/climate-change>. Barban, Arnold M. Cristol, Steven M. Kopec, Frank J. 1993. Essentials of Media Planning. USA: McGraw-Hill Companies.

Bonn 2008, United Nations Framework Convention on Climate Change UNFCCC, viewed on 2nd June 2008, < http://unfccc.int/2860.php >. Cheang M 2008, Philips aims to improve the world The Star Online, viewed on 3rd June 2008, <http://thestar.com.my/lifestyle/story.asp?file=/2008/4/15/lifefocus/20841425&se c=lifefocus >. DBKL 2008, Kuala Lumpur 2020 City Plan, viewed on 3rd June 2008, http://klcityplan2020.dbkl.gov.my/eis/?page_id=289.
Department of Environmental 2008, Environmental Pollution Ministry of Natural Resources and Environment, viewed on 2nd June 2008, <http://www.doe.gov.my/ >.

Diaz 2007, Facebook Popularity Soars Washingtonpost.com, viewed on 3rd June 2008, <http://blog.washingtonpost.com/posttech/2007/07/facebook_popularity_f or_better.html>.
Malaysian Energy Centre 2008, Energy Smart, viewed 4th June 2008, <http://www.ptm.org.my/division/download/Energy_Smart/EnergySmart%2021.pdf>. Selva, James. 2006. Media Guide 2006. Kuala Lumpur: Perception Media. The Associated Press 2007, Malaysian growth of carbon emissions highest in the world, says UN International Herald Tribune, viewed on 2nd June 2008,
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<http://www.iht.com/articles/ap/2007/11/29/asia/AS-GEN-Malaysia-ClimateChange.php >. The AXA Retirement Scope Survey 2008, Malaysians care about climate change NST Online, viewed on 2nd June 2008, <http://www.nst.com.my/Wednesday/National/2214623/Article/index_html >. Wilcox, DL & Cameron GT 2006, Public relations: strategies and tactics, 8th edn, Pearson, United States of America. Kotler, P, Armstrong G, Swee, HA, Siew, ML, Chin, TT & Tse, DK 2005, Principles of marketing: an Asian perspective, Pearson, Singapore.

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6.0 Appendix
Creative Media Budget Calculations Press Release Methodology Survey & Results

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Creative

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Creative

TV Board

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Radio Scripts

Radio Advertisement One SFX: Lights switch on and off. SFX: Blender switches on and off on tempo. The repeated sound creates a jingle like beat. Sounds stop. Anncr: Up to 20% of electricity is wasted at home when you leave computers and other appliances on standby mode. Electricity wastage causes unnecessary carbon emission which leads to climate change. So, if you think youre saving power on standby, youre not. Go unplugged You can change climate change.

------------------------------------------------- break --------------------------------------------------

Radio Advertisement Two SFX: Lights switch on and off. SFX: Oven and microwave dings. SFX: Blender switches on and off on tempo. The repeated sound creates a jingle like beat. Sounds stop. Anncr: Up to 20% of electricity is wasted at home when you leave computers and other appliances on standby mode. Electricity wastage causes unnecessary carbon emission which leads to climate change. Unplug your appliances, go outdoors and soak up the goodness of nature. Go unplugged You can change climate change.

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Poster 1

Poster 2

LRT Tickets

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Facebook Icons

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Budget Calculations

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Budget Total Budget Given: RM 817,50014

1. Media
a) Television commercial (8TV) RM 4,323 x 2 Slots (per day) = RM 8,646 (per day) RM 8,646 x 2 days (per week) = RM 17, 292 (per week) RM 17, 292 x 8 weeks = RM 138,336 Grand Total: RM 138,336

b) Radio advertising (Fly FM) Fly FM 20 sec = 484 x 8 times/ day = RM 3,872 3 days a week 6am 10am = 4times (hourly) 4pm 8pm = 4 times (hourly) 8 times RM 484 x 8 times = RM 3872.00 (per day) RM 3872 x 3 days a week = RM 11, 616.00 (1 week) RM 11,616.00 x 9 weeks = RM 104, 544 Grand Total: RM 104, 544

14

Converted from US$250,000 based on a conversion rate of 3.27 as of 16 June 2008. Page 31 of 48

c) Supplementary Advertising Putra LRT train ticket Putra LRT train ticket sponsorship (minimum = 1 month) = RM 30,000 (estimated rate) 6 months = RM 180,000

Total: RM 180,000

Posters 10,000 copies x 0.50 cents = RM 5,000 Total: RM 5,000

Roll Over Motions 1 week = RM 3,500 Total: RM 3,500

Stickers 1 A4 pcs = RM 0.20 10,000 A4 pcs = RM 2,000 Total: RM 2,000 Grand Total: RM 190,500

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2. Events
a. Roving Expeditions Expenses for this will be sponsored by our official partners 8TV and Fly FM - T-shirt giveaways 1 T-shirt = RM 20.00 2,500 T-shirt x RM 20.00 = RM 50,000 Grand Total: RM 50,000

b. Go Acoustic Event

Venue (KLCC Park) 1 day (8hours) (Personal Interview, 2008) - RM 50, 000

Logistics (Props and technical) Props (Decoration) Umbrellas and mats Technical - RM 25,000 - RM 5,000

Tents 12 Booths x RM 120 (per unit) - RM 1,440

Security 2 Teams (5 members) x RM 300 per person - RM 1,500

Crews 4 teams (10 members each) x RM 500 per person - RM 5,000

Competition Prizes Electrical bill subsidies Exchange old for new Lucky Draw prizes - 15 CFC Free Fridges - RM 22,500 - RM 60,000

Food & Beverages Bottled mineral water & food - RM 100,000 Grand Total: RM 270,440

Miscellaneous expenses Contingency planning

- RM 50,000 - RM 13,680

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Total Budget Television Radio Roving Expeditions Supplementary Go Acoustic Miscellaneous Contingency Total Budget : RM 138,336 : RM 104,544 : RM 50,000

: RM 190,500 : RM 270,440 : RM 50,000 : RM 13,680 : RM 817,500

Allocated Budget for Promotional Plan = RM 817,500 (6months)

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Press Release

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Unplug Press Release Ms. Hilyah Mohd Rafick Office Tel: 603 2277 5599 Cell Phone: 6012 8394 9988 Email: Hilyah@redants.com FOR IMMEDIATE RELEASE

UNPLUG CAMPAIGN TO CHANGE CLIMATE CHANGE

You Can Change Climate Change

In line with our responsibility to change climate change, the Malaysian Ministry of Natural Resources and Environment seeks to conduct a six- month communication campaign at reducing household electricity consumption.

Climate change refers to change in the earths climate conditions in terms of temperature, wind pattern and precipitation among others, which triggers extreme weather conditions such as heat waves, droughts, floods and typhoons. These implications affect mankind both economically and socially in enormous magnitudes because of the deaths and destruction they bring. These extremities kill approximately 150, 000 annually. Reduction of soil fertility and agriculture output, rapid spread of diseases like malaria and contaminated fresh water supplies are just some of the consequences of extreme weather conditions. Among some of our objectives are to: reduce Household electricity consumption by 10% educate the audience on how to conserve energy

Come join us for our event: Go Acoustic Unplug for a brighter tomorrow Day: 7th June 2009 Time: 10am 6pm Venue: KLCC Park For more information, please feel free to contact Ms. Hilyah Mohd Rafick at 603 2277 5599 for the office or 6012 8394 9988 on her personal cell. Thank you for your friendly cooperation.

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Methodology

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Methodology for Primary Research

Market Analysis Survey A market analysis survey was conducted among 210 random residents of Kuala Lumpur to understand the knowledge, attitudes and behaviours of respondents towards climate change, carbon emission and electricity usage, as well as their media consumption habits.

Focus Group Interview Once the primary and secondary target audiences had been identified, a focus group interview was conducted. Ten Kuala Lumpur residents aged 18 to 45 were randomly selected to participate. Information gathered from this interview served in strategy, channel and message selection.

Observation To understand the current youth culture, the contents of popular youth channels such as Facebook, MySpace, and Blogspot were observed.

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Survey & Results

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Survey

Climate Change
We are final year students of Bachelor of Communication from Taylors School of Communication. As part of our course requirement, we are conducting a survey to help us complete a Promotional Plan for a climate change campaign. Your cooperation in providing us the following information is much appreciated.

I understand that the information provided here is for academic purposes and will be kept confidential. I will not hold the researches liable for using this information in their project.
Please sign here:

Please tick which is one.

Age:

18-24

25-45

46 and above

Gender:

Female

Male

Monthly Electrical Bill:

RM0-100

RM101-200

RM201-300

RM 300 and above

1. Do you leave the lights on even when no one is in the room? Yes No

2. Do you leave your computers/TV/air conditioner or other electrical appliances: on Stand-by or Sleep mode when not in use? Yes No

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3. Do you think of conserving electricity before turning on the air conditioner or other electrical appliances? Yes No

4. Are you aware of climate change? Yes No

5. Are you also aware of the consequences of climate change? Yes No Unsure

6. How does carbon emission contribute to climate change? Excessive carbon hinders air circulation, hence leading the diseases like asthma. Carbon dioxide traps heat within the atmosphere, hence increasing earths temperature drastically. Excessive carbon dioxide reacts with clouds, changing cloud structures and resulting in hurricanes.

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7. What do you think you can do to decrease carbon emission?

8. Are you willing to make changes to your lifestyle to save energy? Yes No

If yes, which of these will most encourage you to begin using electricity efficiently?

Social responsibility to create a better environment Rise in electricity tariff, fuel prices etc Cheaper renewable energy (solar electricity) Others, please specify:

Please tick more than one if applicable.

9. If you are aware of climate change, what has prevented you from changing your electricity consumption habits? Im too lazy to keep turning the switch on and off. I always thought standby mode conserves plenty of electricity. There are other people out there making a difference. One person doesnt matter. Others, please specify:

10. Which newspapers do you usually read? The Star The New Straits Times The Sun The Malay Mail Sin Chew Jit Poh Nanyang Siang Pau Tamil Nesan Malaysia Nanban

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Berita Harian Utusan Melayu

Others: ___________________

11. Which radio station do you listen to? Mix.fm Light and Easy Traxx.fm Hitz.fm Fly.fm Era.fm Hot.fm My Others: ___________

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12. Which television stations do you watch? Astro National TV Family(Ria, Vaanavil, Prima, TV 2 TV 1 Hallmark, etc) 8TV NTV 7 Dynasty-(Wah Lai Toi, TVBS, Pheonix, etc) Movies-(HBO, Cinemax and Star Movies) Learning-(Discovery, Animal Planet, Nat Geographic) Fun-(Disney, Nickelodeon, TV 3 Cartoon Network etc) TV 9 Variety-(Star World, MTV, Channel V) Sports-( ESPN, Star Sports, Astro Super Sports) News-( Al-Jazeera, CNN, CNBC, etc)

13. How much time do you spend surfing the net in a day? 0-1 hour 2-3 hours 4-5 hours 5 hours and above

- End -

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Survey Results

Ages 18-24 1. 77% do not leave lights on when no one is in the room. 2. 27% do not leave appliances on standby mode. 73% leave appliances on standby mode. 3. 59% think of conserving electricity before using the air conditioner or other appliance. 4. 86% say they are aware of climate change. 5. 68% say they are aware of the consequences of climate change. 6. 86% correctly identified how carbon emission contributes to climate change and its consequences. 7. 95% are willing to change their lifestyles to save energy. 45% say cheaper renewable energy will most encouraged them to use electricity efficiently. 45% say social responsibility will most encourage them to use electricity efficiently

5% say the rise in electricity tariff and fuel prices will most encourage them to use electricity efficiently. 8. 36% always thought standby mode conserves plenty of electricity. 27% are too last to keep turning switches on and off. 27% stated other reasons for not changing their electricity consumption habits 9% depend on other people out there to make a difference. One person doesnt matter 9. 32% spend 2-3 hours surfing the net a day. 27% spend 4-5 hours surfing the net a day. 23% spend 5 hours and above surfing the net a day.

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18% spend 0-1 hour of surfing the net a day. Survey results

Ages 25 45

1. 74% do not leave lights on when no one is in the room. 2. 52% do not leave appliances on standby mode. 48% leave appliances on standby mode. 3. 78% think of conserving electricity before using the air conditioner or other appliances. 4. 87% say they are aware of climate change. 5. 78% say they are aware of the consequences of climate change. 6. 70% correctly identified how carbon emission contributes to climate change and its consequences. 7. 96% are willing to change their lifestyles to save energy.

43% say cheaper renewable energy will most encouraged them to use electricity efficiently.

30% say social responsibility will most encouraged them to use electricity efficiently. 26% say the rise in electricity tariff and fuel prices will most encouraged them to use electricity efficiently.

8. 30% always thought standby mode conserves plenty of electricity. 30% stated other reasons for not changing their electricity consumption habits. 17% are too lazy to keep turning switches on and off. 13% depend on other people out there to make a difference. One person doesnt matter.

9. 48% spend 2-3 hours surfing the net a day. 22% spend 0-1 hour of surfing the net a day. 17% spend 4-5 hours surfing the net a day. 13% spend 5 hours and above surfing the net a day.

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Survey results

Ages 46 and above

1. 71% do not leave lights on when no one is in the room. 2. 62% do not leave appliances on standby mode. 38% leave appliances on standby mode. 3. 58% think of conserving electricity before using the air conditioner or other appliance. 4. 86% say they are aware of climate change. 5. 86% say they are aware of the consequences of climate change. 6. 57% correctly identified how carbon emission contributes to climate change and its consequences. 7. 86% are willing to change their lifestyles to save energy. 43% say social responsibility will most encourage them to use electricity efficiently

38% say cheaper renewable energy will most encouraged them to use electricity efficiently. 10% say other reasons. 5% say the rise in electricity tariff and fuel prices will most encourage them to use electricity efficiently. 8. 43% stated other reasons for not changing their electricity consumption habits 33% always thought standby mode conserves plenty of electricity. 19% are too last to keep turning switches on and off. 10% depend on other people out there to make a difference. One person doesnt matter

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9. 52% spend 0-1 hour of surfing the net a day. 29% spend 2-3 hours surfing the net a day.

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