KINETIC ENERGY SHOE

TitleKINETIC ENERGY SHOE
BrandGREEN CROSS VIETNAM
Product / ServiceGREEN CROSS VIETNAM
CategoryA01. Use of Promotional Events & Stunts 
EntrantDDB GROUP VIETNAM Ho Chi Minh City, VIETNAM
Entrant Company DDB GROUP VIETNAM Ho Chi Minh City, VIETNAM
Advertising Agency DDB GROUP VIETNAM Ho Chi Minh City, VIETNAM

Credits

Name Company Position
John Sampson DDB Group Vietnam Executive Creative Director
Jet Anthony Dela Cruz DDB Group Vietnam Creative Director
Milton Ganelo DDB Group Vietnam Associate Creative Director
Kevin Beltran DDB Group Vietnam Senior Art Director
Huy Thuy Thanh Thao DDB Group Vietnam Account Executive
Daniel Gordon Jones DDB Group Vietnam Managing Director
Nghiem Vu DDB Group Vietnam Client Service Director
Nguyen Quang Nam Ho Chi Minh City University of Technology Head Technologist
Nguyen Dinh Khang Ho Chi Minh City University of Technology Technologist
Le Tan Thong Ho Chi Minh City University of Technology Technologist
Nguyen The Toan Ho Chi Minh City University of Technology Technologist
Tran Nguyen Minh Quan Ho Chi Minh City University of Technology Technologist
Carl Chay DDB Group Vietnam Editor
Bui Ngoc Phuong filmbase Asia (Vietnam) Managing Director
Charm Wall filmbase Asia (Vietnam) Executive Producer
China Yoo filmbase Asia (Vietnam) Producer
Nguyen Van Manh Videographer
Kiet Nguyen Videographer
Jerick Pulad Redhub Editor
Bruno Lovric Voice Over Talent

Brief Explanation

Green Cross is a leading Manufacturer of healthy living products with a vision to provide better living for all people. To demonstrate this Green Cross Vietnam wanted to solve a real problem in Vietnam that would lead to better living conditions. The goal: raise brand awareness of Green Cross Vietnam to drive sales of Green Cross products. Key to this, the idea had to be scalable, and lead to both promotion and activation for Green Cross. The strategy is to promote the Green Cross brand by demonstrating innovation for better living through the solution. One major consideration was how to reach consumers in hard to reach rural areas. A roadshow of demonstrations of The Kinetic Energy Shoe was and is being rolled out across Vietnam, in school classrooms and town hall meetings. 100 schools visited to date, with a goal of visiting 500 schools by end 2015.

The Brief

Problem: many people in Vietnam are familiar with Green Cross products, but they are unfamiliar with the Green Cross brand itself. The brief: Take the Green Cross brand to a new level and a wider audience by solving a problem in Vietnam by demonstrating Green Cross's innovation and commitment to healthy living . In Vietnam, many children have to walk long distances to and from school. The problem, when they get home, it's already dark and they live in areas without power. Strategically the goal was to take the Green Cross Brand to a new level by solving the problem.

Describe the success of the promotion with both client and consumer including some quantifiable results

Note this is an ongoing promotion. The first goal of the project was to solve a real problem relevant to Vietnam that is scalable and can be used to promote the Green Cross brand. The successful development of the Kinetic Energy shoe solves a real problem in Vietnam. Awareness of The Green Cross brand is rising significantly in areas after each promotion takes place. 60% increase in brand awareness and what the Green Cross brand stands for already year to date. 100 schools have been visited so far and the goal is to visit 500 schools by year end 2015. Before this promotion there was almost zero awareness of The Green Cross brand. Enormous PR is generated around each school and town hall visit. The ongoing plan includes a fun run, and other PR activities based on distributing the shoes at scale to kids in Vietnam in rural areas.

Explain why the method of promotion was most relevant to the product or service

Green Cross makes hygiene products to improve consumers standard of living. The steps were:1, identify a real issue affecting kids in Vietnam affecting their quality of life. 2, Solve the problem- the Kinetic Energy Shoe. 3, Take the Kinetic Energy shoe on a roadshow around Vietnam particularly focused on schools and town hall meetings. At the schools, the Kinetic Energy Shoe was presented as part of Green Cross's commitment to building healthy communities and better living conditions for all. Stage 4, is a competition where kids can come up with solutions to everyday problems they face related to healthy living. The biggest challenge was developing the Kinetic shoe. While the basic mechanics already existed nobody had yet successfully repurposed it for something as simple as a shoe that generates power. The process took longer than anticipated. The Green Cross roadshow is ongoing and will continue for the next 6 months.