My Kingdom CSR Campaign
9/2019 - 12/2019
Client: My Kingdom
Agency: Enter
Strategic Planner: Quỳnh Hương
Copywriter: Minh Hiếu
Account Manager: Cẩm Mai
Art Director: My Hà
Graphic Designer: Thai Anh
1. Background
In the modern and dizzy life, when parents are concentrating on earning their livings to ensure that they can meet the cost of living and their offspring has enough facilities to feel the sense of bliss. However, some accidents happened which left catastrophic consequences are the obvious evidences to prove that parents should take care of their children much more no matter how busy they are up to their eyes in work.
2. Target
Make parents do care about their children and allocate their time to play with them.
Gradually build the brand love in customer's thought.
3. Insight
Time files fast and children will grow up quickly than parents are aware of it. Do not wait till tomorrow to play with them and do not let kids wait for promises. SInce one day, they will become adults and parents suddenly realize that they no longer enter "kids" kingdom to play with them.
Spare your time and right now, enter your children's kingdom to be their bestie.
Big Idea
Mom and Dad, let's play! - Bố mẹ ơi, cùng chơi!
 Phase 1 |
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To trigger target audiences' interest, we releases a series of story featuring whether parents should spend enough time for their offspring or not.
Story 1: Doesn't moms really get to know children, do they?
"Mom, I know there are a lot of things and stuffs out there to handle. Work can wait, but my childhood will pass over quickly and never get back ..."
Story 2: Are you force your kids to lead a life like you want?
"I know that you always want me to be the first rank in the class because both of you do belive only by that way can I lead a wealthy life in the future. But all I want is to play with you, mom and dad"
Story 3: Mom and dad, where are you?
"I receive no response from dad or mom. Maybe mom is stranding into the mountain of work. Dad is in the tense meeting. But anyway, I'm just a little kid and can't play both roles of you. I really need you here".
Story 4: Mom and dads, do you have any time to play with me?
"Hectic schedule always make parents dizzy in the rat races. I do not want live in a three-floor house, sit in front of a 50-inch LCD-TV or anything else in this world. I just want to play with dad and mom whenever you have time. But it turns out that you have no time for me but work"
 Phase 2 |
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To take advantage of the interest of parents from phase 1, we jumped to phase 2 and kick-off the main tactics - Social campaign: Mom and dads, let's play.
We stimulate parents to play with their children by adding motivation: TO HELP THE NEEDY CHILDREN TO HAVE HAPPY FESTIVE SEASON.
Mom and dad should play with their offspring, capture hand-in-hand moments then upload on facebook platform with 2 hashtag: #mykingdom #bomeoicungchoi. A photo which is considered regular also mean a gift will be delivered to destitute children in the orphan.
SUPPORTING ACTIVITY: 7 DAYS TO WITH KIDS
To cheer up parents joining in campaign, we created a supporting activity called:
CHALLANGE: 7 DAYS TO PLAY WITH KIDS
There are 7 challenges corresponding to 7 days. Each day, mom and dad should spare their leisure time to create other activities based on the former topic. Not only does this bestow children to self-develop special skills, but it also plays an indispensable role in aiding CSR campaign to go smoothly.
