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. In Vietnam many kids walk long distances to and from school. The problem, when they get home it's already dark and they live in areas without power. By finding a solution to this problem we were able to raise awareness of the problem at a mass level by promoting the Kinetic Energy shoes around schools and town hall meetings. One major consideration was how to reach people in hard to reach rural areas. A roadshow of demonstrations of The Kinetic Energy Shoe was and is being rolled out across Vietnam, primarily focused on schools. 100 schools visited to date, with a goal of visiting 500 schools by end 2015.

The Brief

Problem: In Vietnam, many children have to walk long distances to and from school. Often in rural areas without roads. When they get home, it's already dark and they live in areas without power. They do their homework by candlelight. The brief: Take the Green Cross brand to a new level and a wider audience by solving this problem and raising awareness of the issue to demonstrate Green Cross's commitment to healthy living in Vietnam. Strategy:To develop a solution that would both raise awareness of, and solve the issue that could then be taken on a roadshow around Vietnam.

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

This is an ongoing promotion. The goal was to solve a real problem relevant to Vietnam. The successful development of the Kinetic Energy shoe does this. It enables kids who live in areas without power to generate their own power simply by walking. A roadshow around schools is ongoing and generates massive awareness of the issue and the solution. 60% awareness increase YTD. 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 issue and the Green Cross brand. Enormous PR is generated around each visit. The ongoing plan includes distributing the shoes at scale to kids in Vietnam in rural areas. The unit cost of each pair of Kinetic Energy shoes is less than US 6.00.which means the ongoing plan is to distribute the shoes at scale. The idea has global application.

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

Green Cross makes 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 to show the solution and raise awareness of the issue itself. At the schools, the Kinetic Energy Shoe was presented as part of Green Cross's commitment to building healthy communities. 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 Green Cross roadshow is ongoing and will continue for the next 6 months.