BITI'S SMART - A SHOE CAN MAKE KIDS SMARTER!

TitleBITI'S SMART - A SHOE CAN MAKE KIDS SMARTER!
BrandBITI'S
Product / ServiceBITI'S KIDS
CategoryA04. Wearable Technology
EntrantDENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM
Idea Creation DENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM
Production XC PRODUCTIONS Ho Chi Minh City, VIETNAM

Credits

Name Company Position
VÂN KI?U THIÊN Dentsu Redder Creative Agency Creative Manager

Background

Social challenges: VIETNAMESE PARENTS STRUGGLE TO BALANCE KIDS’ STUDY & PHYSICAL ACTIVITY ‘STUDY! STUDY!’ is believed the only way for kids in Vietnam. Most parents have their kids sitting on the school bench, then back at home finishing their homework or some extra classes. Just like that, most of Vietnamese kids’ childhood is spent on sitting. Even when physical activity had been recommended for holistic development for the past decade. But don’t put all of the responsibility on parents. They had the struggle. After all, they had to choose the more prioritized thing which was told to ensure their kids’ future – study. Biti’s – the national footwear brand with the promise ‘Embrace Vietnamese kids’ happy childhood’ – came to help. Biti’s tried a new approach that help parents out of the struggle – a win-win solution. So What if physical activities also get kids smarter?

Describe the creative idea

Scientists have proven that physical activity is the best transformative thing for our brains, or makes us smarter. Biti’s revealed this stunning science fact & leveraged it to approach parents. In order to get all Vietnamese parents on board and let the CHANGE own-able by Biti's - not any other brands, our creative strategy must be much more than just spreading awareness, and involve beyond communications: 1) Reveal the paradigm-shifting fact of physical activity’s smarter effect. 2) We take one step further by finding out the physical activity time recommendation for Vietnamese kids in a one-year research partnership with the National Institute of Education & People Development 3) Not stopping there. We aim to solve the dilemma by doing what we do best: create a pair of shoes, but not like any pair of shoes before. The bigness is here. We create the Shoes that make the kids Smarter.

Describe the strategy

With the simple idea that parents cannot just take away all study time for physical activity, Biti’s created the smart shoes eco-system – with a smart shoes & a mobile app - that can tell parents how their children should be physically active for their best intellectual development. With an on-shoe tracking device, the Smart shoe collects activity data of kid, which will be showed on Biti’s Smart app on the parents’ phones. How can it help kids smarter? Based on the Smart Active Standard from the research Biti’s co-conducted with National Institute of Education & People Development, the app will recommend parents How much time & What kind of activities kids should take with the optimal standard customized for each kid for their best intellectual development. Now parents can ensure their kids obtain physical activity just enough – all of that magic happens over an app

Describe the execution

(1) Focus the effort on creating the solution – a shoe makes kids smarter! Since Biti’s Smart was the very first smart shoes developed for the specific need of showing parents how active the kids should be, we had to manage to: A) Run the research which can show the standards of physical activities customized for each kid. Biti’s announced to partner up with IPD – the national & trusted institution – to co-conduct the game-changing research. B) Use the research’ results to develop an ecosystem with the wearable footwear for kids and the mobile app for their parents. (2) Then, we launched a nationwide campaign to get all parents on board. A) Press conference & PR campaign: triggering the public by unveiling the paradigm-shifting fact. B) iTVC: introducing Biti’s Smart and its science-based benefits at peak buzz. C) On-ground activation: letting parents and kids experience the first-hand version of the innovation.

List the results

The long-run campaign 1st year – the first-hand version of Biti’s Smart was introduced to capture the public attention for the new concept of smart shoes, and designing some real consumer experiments for the wider commercial improvements in later stage. • 30.000 kids sport shoes were sold in 3 week of the campaign, only counted for 3 key SKUs featured in communication • +64% value YoY growth rate, +165,000 incremental pairs of Kids Sport shoes in 2018. Sport shoes became the largest product line of Biti's Kids & drove Biti’s Kids to grow +20% in 2018. • 10.000.000+ media impressions with more than 200+ PR articles. • 7.000.000+ interactions with Vietnamese parents on social media with the emotion index at +0.98. Most comments expressed the amaze to Biti’s Smart. • 200.000+ families met the first-hand version of Biti's Smart, all were amazed & expected for the commercial version.

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