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PREPARED FOR
TEAM
DEXTERS
2
WE WILL DIE
3
4
5
6
7
8
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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.
10
ANALYSIS SITUATION
Financial Effect Environmental Effect
11
ANALYSIS SITUATION
Lets reuse!
This bottle has greater potential
Its obsolete
OUR TARGET CURRENT MINDSET
Change in perception
Its only a bottle
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
BIG IDEA
1
2
3
4 Give 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
CAMPAIGN LOGO
GOES WITH CAMPAIGN
EASY TO UNDERSTAND
REINFORCES CAMPAIGN
MESSAGE
COHERENT COLORS
15
CAMPAIGN TAGLINE
REFLECTS CAMPAIGN
MESSAGE
HAS A CALL FOR ACTION
EMOTIONAL APEAL
EASY TO REMEMBER
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
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AWARENESS
PHASE
18
Billboard
AWARENESS PHASE
TOUCH POINTS
SHAHBAG
BANANI
UTTARA
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Grab attention
Trigger emotion
Cover a large area
Act as moving awareness
media
2
3
1
4
AWARENESS PHASE
20
Grab attention
Trigger emotion
Cover a large area
Act as moving awareness
media
2
3
1
4
AWARENESS PHASE
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 bottles dream
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TVC
AWARENESS PHASE
EMOTIONAL APEAL
CALL FOR ACTION
BOTTLE IS MORE THAN
TRASH
REFLECTS CAMPAING
MESSAGE
23
EDUCATE
PHASE
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
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Target Number Of Bottles To Be Carried:
460800
FOOTPRINT CARBON
COMPRESSED=800 NON COMPRESSED=200
26
FOOTPRINT CARBON
COMPRESSED=24 NON COMPRESSED=96
Trips to factory per month
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FOOTPRINT CARBON
COMPRESSED=3162kg NON COMPRESSED=12762kg
Co2 emission
5.5kg per trip 5.5kg per trip
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FOOTPRINT CARBON
COMPRESSED=146 NON COMPRESSED=582
Trees required
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Billboard
EDUCATE PHASE
TOUCH POINTS
SHAHBAG
BANANI
UTTARA
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PRINT ADS
EDUCATE PHASE
TOUCH POINTS
SOCIAL MEDIA
GROCERY STORES
NEWSPAPERS
31
PRINT ADS
EDUCATE PHASE
TOUCH POINTS
SOCIAL MEDIA
GROCERY STORES
NEWSPAPERS
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
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
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
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
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#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
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
CAMPAIGN AMBASSADOR
Create great awareness
Leverage goodwill of the celebrity to
spread campaign message
Promote message Help fulfill a bottles dream:
Save the environment in social medias
2
3
1
39
ACTION
PHASE
40
RESULTS
Message in packaging:
I was a bottle
Help to relate campaign
from the beginning
End products made with
bottles
2
3
1
41
Billboard
ACTION PHASE
TOUCH POINTS
SHAHBAG
BANANI
UTTARA
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
CAMPAIGN FULFILL A DREAM
Ensure positive behavioral change
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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
45
EVERY BOTTLE HAS A STORY EXHIBITION
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EVERY BOTTLE HAS A STORY EXHIBITION
47
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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
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
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
Tk 4,88,60,000
TOTAL CAMPAIGN COST
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
MONITORING
Surveys
Perception of people TOMA
Periodic Market
Research Rate of Littering
54
SAMPLE SURVEY QUESTIONS
1) Have you heard about the campaign
???
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
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
THANK YOU
QUESTIONS?
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