Professional Documents
Culture Documents
Hello!
WE ARE TEAM FAIRY.
1.
ROLES & RESPONSIBILITIES
We are who we are DOGGIES
ValErie Yan
Account Planner
FEBBY LEE
Production
CLAUDIA CHAU
Media buying
AKANSHA
Creative
PHINKEAW
Finance Accountant
Objectives
a. Evaluate on the effectiveness of the Anti-drug
Ribbon is, in terms of awareness and;
b. Whether people are aware of the message behind
the ribbon;
c. Rebrand and amplify the message behind the
ribbon to encourage the target audience to lead
a drug-free lifestyle
Corporate
objective
Marketing
objective
Communication
objective
Advertising
objective
2.
RESEARCH
All dat data flying in now flap flap
TARGET
AUDIENCE
Usage Pattern
Behaviour
Demographics
Psychographics
Age:
Primary Audience: 15-24 year old
Secondary Audience: 25-35 year old.
Gender: M/F
CONSUMER
INSIGHTS
Drug abuser
Ex-drug abuser
Joanne Teo, 19
1.
2.
3.
4.
5.
6.
EX-Drug abuser
Ben, 21
1.
2.
3.
4.
5.
6.
7.
Back then, life was meaningless. It was a distraction. Drugs numbed my pain and
temporarily took away my problems. I didnt have to think about anything and time passed
faster. Now, my life is full of motivation. I want to focus on being healthy and earning money. I
am motivated to stay clean & provide my partner a good life.
Seeing the people around me happy, makes me happy. I live for my loved ones.
For 3 years.
Ice, Weed, K2, Ecstasy, Heroin & LSD
I had too much free time & was getting into trouble outside, so I locked myself at home.
Slowly, I got depressed & started taking drugs.
It made me lose everything. I became hot-tempered, stopped trusting people, ruined family
ties & friendships. I lost weight, my social life and got even more depressed.
Yes, i feel it is useless. The campaign only serves as a reminder and a one time help. They
wont always be there to help us. They only lend a listening ear, like a counsellor.
Non-drug abuser
Non abuser
2.
3.
I have been through many ups and downs in the 19 years I have been alive for. However, I
still have a lot more to experience, and I have many dreams and goals, so I will cherish
this life because there is so much for me to achieve and experience.
Having fun and enjoying the times with my friends and family. I am someone who is easily
be happy whether it was a smile from a stranger to the memories I have with my friends
and family. Even lame jokes can keep me up for the whole day.
If someone told me they abuse drugs, I dont judge them. I will try to know their reasons,
and why they chose this method. I will help them with what I can and have. I will definitely
advise them not to abuse drugs and introduce other methods to help them with their
problems. I will not force them but will give them a choice.
4. So I can only think that they abuse drugs either because of peer pressure, stress or
curiosity. I do know that there may be deeper reasons for that but unfortunately this is only
few reasons I think that they abuse drugs.
5. My classmate who wanted to abuse drugs but decided not to as she was thinking about
her family would be hurt if she abuses drugs. If I know someone who abuses drugs, I would help
them by being their comfort pillow. I want to listen to their pains or feelings instead of going
straight to a rehab center or whatsoever. It is important to have someone who is willing to be
your listening ears. Only after listening and helping each other mentally, then will I encourage
and help them to the rehab center.
6. Yes, i have heard of anti-drug campaigns, I believe that it helps people especially drug
abusers to understand the consequences and also how to get help with the helplines or social
organizations. Also, I feel that the campaigns also can educate the younger generations about
drugs and that it is not good to abuse drugs as it can affect everybody mentally and physically.
Wasnt introduced to
any in particular i guess
Wasnt exposed to anti drug
campaign. just received phone
wipes only
* for respondent
s who answered
no.
* for respondent
s who answered
School campaign
Anti-drug quiz and competitions in primary and secondary
school
yes.
DEMOGRAPHICS
17 to 24 years old
25.8%
71%
3.2%
Big
Concept
Cater to our target audience, who enjoys fun, cheeky
and playful advertisements.
Change the perception of CNB from serious and
boring to fun and cool.
Tone of voice
Positive, persuasive and contain the youths lingo.
Having a positive tone helps create a better impression which will
in turn help to persuade the youths to consider quitting drugs.
Having a youth lingo element helps them to better relate to our
advertisement. Overall, it helps support a cultural shift where
drugs will not be perceived as cool or must-have.
SCHOOLS
CLUBS/BARS
MOOD BOARD
Message strategy
COMPARATIVE.
We are comparing the happiness level of people when it
comes to drug usage.
Trying to convince people that even when they do not use
drugs, they can be as cool.
Message appeal
Message appeal
Emotional
- COOL,FUNNY.
Execution technique
Execution technique
IMAGERY!
Guerilla Marketing
Graffiti around haji lane
Collab with MOE (schools)
Collab with nightclubs and thai disco (zouk, f-club, V6)
Collab with night bars
Night Club
Zouk
F-Club
Altitude
Bang Bang
Baliza
V6, V5 (etc)
Sonar
Queen
Bars
Chupitos
Highlander
Harrys
5Tapas
Bar on 5
Schools
Secondary
Polytechnic
Junior College
Universities
Media buying
Media
Platforms
Media
Vehicles
Estimated
Cost
Estimated
Reach
Cost
Digital
$0.24/ click
20 000
$4,800
30 000
$12.51
YouTube
$0.20/view
50 000
$10,ooo
987FM
$0.65/30
secs
20 000
$13,000
Traditional
$27,812.51
Allocation
$1000
$10 000
$27 812
$ 10 000
$1188
Contingency plans
$49,812
THANKS!