PREPARED FOR

TEAM

DEXTERS

2

WE WILL DIE

3

4

5

6

7

8

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.

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

17

AWARENESS

PHASE

18

Billboard

AWARENESS PHASE

TOUCH POINTS

SHAHBAG

BANANI

UTTARA

19

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

22

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

25

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

27

FOOTPRINT CARBON

COMPRESSED=3162kg NON COMPRESSED=12762kg

Co2 emission

5.5kg per trip 5.5kg per trip

28

FOOTPRINT CARBON

COMPRESSED=146 NON COMPRESSED=582

Trees required

29

Billboard

EDUCATE PHASE

TOUCH POINTS

SHAHBAG

BANANI

UTTARA

30

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

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

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

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

45

EVERY BOTTLE HAS A STORY EXHIBITION

46

EVERY BOTTLE HAS A STORY EXHIBITION

47

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

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