bali pre summit edited

8/6/2019 Bali Pre Summit Edited

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PRE-SUMMIT MEET DISCUSSION

BRANDING THE TIGER CREATING A VALUE PROPOSITION

COMMUNICATION STRATEGIES FOR DEMAND REDUCTION IN KEY SEGMENTS

- Feedback mechanism

- Indicators of performance


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INFORMATION SOURCES: THE PUBLICIS RIGOUR

Broad, S. and R. Damania. 2009. Competing demands: Understanding and addressing the socio-economic

forces that work for and against tiger conservation. Kathmandu Global Tiger Workshop Paper

Secondary research (online reports, news stories, papers)

Scanned popular culture for trends

Excerpts and conversations on blogs and discussion forums

Information sources like FACTIVA, WARC etc.

Publicis knowledge base (learning from other brands about consumer motivations)

Brainstorms and ideations groups

Secondary data from articles, popular websites, news reports, magazines


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BRANDING THE TIGER


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Brand promise:

What it offers? Why is it relevant in the consumers life?


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CATEGORY CONVERSATIONS:

Shift in conversation from a one sided communication toparticipation led activity that involves the consumer

Charities are fun activitynot an effort


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True concern for tiger is only in niches (conservationists, sympathisers)

Mass inclination is towards social issues (they perceive) that directly

concern them: climate change, personal security, health related etc.

CONVERSATION MAPPING

CONSUMER/PUBLIC


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CONVERSATION MAPPING

BRAND (?)

No single minded brand value

At best sympathy for a beautiful animal

At worst apathy, fear or a greed for possession


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It has to capture the imagination of the larger public, not unlike how a

brand image is created around a product

The best example to explain this is a tourism brand created out of a destination or landscape


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All great brands worked because they had a strong POV that people

bought into

Nike : every body is an athlete

Coke: open happiness

Apple: Think different

Lakme: Beautiful women stand in shorter queues


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What is the POV the tiger can own that is

relevant to the public ?


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The tiger is not just a beautiful charismatic animal

It is an indicatorspecies

Which means if the tiger disappears, animals below in the food chaindisappear, the forest disappears, along with it the water table, and the rivers

This results in great imbalance like droughts, floods, soil erosion, erratic

rains, temperature imbalance and climate change

We cannot choose to not save the tigerif the tiger goes we go.simple.


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An undeniableconclusion

False

True

Yes No

SIGNIFICANT ACTION TAKEN

SERIOUSNESS OF

THREAT TO

BIODIVERSITY

WITH LOSS OF

TIGER

POPULATION &

HABITAT

Unnecessaryefforts,no

change

No worries from imbalance in

biodiversity at least

PROACTIVE BENEFITS

Money spent wisely

Safer nation

Planned sustainable growth

Risk management in place

Healthy biodiversity

Better world

CATASTROPHES- Economic is just one

Environmental floods, quakes,

storms, water shortage, disasters

Social migration

Health & diseases

Political

Economic- crop failure, tourism,

lack of foreign investment

EXERCISE YOUR CHOICE AND BE PROACTIVE

NOT REACTIVE

WhichisthemostWhichisthemost

acceptablerisk?acceptablerisk?


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BRAND TIGER POVBRAND TIGER POV

IF I SURVIVE, YOU SURVIVEIF I SURVIVE, YOU SURVIVE

SurviveSurvive

waterwater

shortageshortageSurviveSurvive

droughtsdroughts SurviveSurvive

floodingflooding

SurviveSurvive

foodfood

shortageshortage

SurviveSurvive

climateclimate

changechange


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Brand image

Brand identity

Value proposition

Consumer conflict

Consume insight

Brand building programs

Building deep relationships

Fuctional benefitsEmotional benefits

Self expressive benefits

David a. Aaker model

DRIVING IDEADRIVING IDEA

I SURVIVE YOU SURVIVEI SURVIVE YOU SURVIVE


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We have to take this message and influence every persons life

Multiple stories in multiple pocketsA continuous effort

BRAND TIGER POV

IF I SURVIVE, YOU SURVIVESurvive water shortage

Survive droughts

Survive flooding

Survive food shortage

Survive climate change

Children

Governments

Futureforecasters(economists,experts)

NGOs

Cor

porate

Media

Grassroots

Older public


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How do wegetcorporates involved?

Ifyou bringthe peoplethey willcome


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I surviveI surviveYou surviveYou survive

The big launch

Idea 1.GRANT ME A WISH: LETTERS FORM CHILDREN TO ADULTS

The local NGO associated with the GTI will approach schools and show films on tiger

conservation and their role in our life. Children will then be asked to write letters to their

parents to save the tigers and why they deserve to inherit a planet that is safe.

The only way the wish gets through is if the parent or adult accompanying the kids signs

a petition on ground or clicks the website that says i surviveyou survive. Kids who send

their written/online wish will receive a certificate and badge.

These letters will be displayed in public display walls in town centres and malls, websites,

through google application, facebook and school boards. This will also be supported

withmediacoverage, celebrity participation, press releases, PR, etc.

They should be uploaded onto websites, read in public and on news channels.

These letters should work as an iron fist in a velvet glove and should create a strong

impact. Since it is from children, it will sound more heartfelt and compelling, without

egos, agendas, or political gain. And will generate a lot of international appeal, a call to

action, and obviously a field day for the media.

Foranycountrythis wouldbeanopportunitytoleveragethisactivityandstrengthen

itsstandfortigerconservation.


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I surviveI surviveYou surviveYou survive

The big launch

Idea 2.GREATEST JOB IN THE WORLD:

Thelasttime Nat Geochanneldidthisaguy wona joboftalkingcareofanislandinthe

pacificfora wholeyear!

Can weinitiateasimilarinitiativearoundthetigerropinginabigchannelorcorporate?

The winner will gettocarryoutatigercensusandtrainforayearasaresearcherina

national park (many parksentertain publicto participateinthecensusattheofficials

discretion)

Mechanics:People willhaveto write whythey qualifyforthis job. They willhavetogetsupportand

votesfromfriendsfamily,strangersbasedontheir write up andvideo uploadon

youtube.

Voters willhaveto writeatestimonialon whytheircandidatedeservesto win.

On winningthis job,he willhavetodoavideodiary/blogthat peoplecan watch (orin

absenceofconnectivityinlongerintervals)

Thisentireseriescanbemadeintoa program,yearonyear.

THIS WILL DEFINITELY ATTRACT CORPORATES AND OTHER INTERESTED BODIES TO

ADVERTISE AND BE PRESENT


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ROLE OF VARIOUS MEDIA

AUDIO VISUAL (television, cinema, internet)

PRESS (newspaper, magazines, books, )

RADIO

OUTDOOR (hoardings/posters/signposts)

ONLINE (social media, virals, email campaigns)

ON GROUND (leaflets/cards)


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PRESS:

Allows the person the leisure to read

Focused thought (I survive you survive) related communication as ads

PR plants: Get business experts and economists to include this thought (I survive

you survive) in their articles


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RADIO

Cheapest, highest reach in most countries

Get the RJ to own the tiger create a show around itAssociate with music shows

Place ads


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OUTDOOR:

Static medium however its very nature ensures repeat messaging at same cost

Poster campaigns

ONGROUND:

With guidance from wildlife experts people should have an opportunity to interact

with the tiger (many orphaned cubs that are in care)

Get children and adults to a well prepared area where they can read information,

take photographs with the cub and pledge their allegiance

The photos can have a framed message of together we survive.

An experience like this is unforgettable to a common man who mostly has animpression of the ferocity of this animal.


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ACTIVITYJAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

LAUNCH

ONLINE

TV

MEDIA PR

DEMAND REDN

PSA

CINEMA

PR

RADIO

PRESSONLINE

ONGROUND


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COMMUMNICATION STRATEGIESFOR DEMAND REDUCTION IN

SPECIFIC SEGMENTS


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DEMAND REDUCTION BY IDENTIFYING KEY SEGMENTS

Consumers of tiger parts (medicines and tonics)

Buyers of curios (tiger skin and other parts)

COMMUNICATION OBJECTIVE:

To change attitudes toward consumption of tiger parts among the consumer

segments involved by understanding motivations and patterns


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CONSUMERS OF TONICS & FOLK REMEDIES WITH TIGER PARTS:

PRIMARY AUDIENCE:

This audience is primarily driven by the desire to buy virility and health in the form of medicines

and tonic containing tiger parts.

The creative bulls-eye audience is a 35-50+year old, typically the age when affluence sets in and so

does some form of mid life crisis.

Crisis or not this, is a stage when some people buy a 500cc motorbike that they coveted in their

20s and some others buy virility and health in the form of medicines with tiger parts.


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OUR TASK HERE IS TO DEMYSTIFY THE TIGER TO THIS AUDIENCE.

And to communicate that there is no mythic powers in tiger parts.

We have to do this communication with the help of endorsements and testimonials from

respected practitioners of traditional medicine because these individuals will have a great deal of

credibility among the public.

If possible, a word-of-mouth or viral rumor campaign about how consuming tiger parts could

actually decrease virility and health (done covertly using the same channels that propagated the

benefits of tiger parts) is an option.

SECONDARY AUDIENCE:

Over and above this, we should have a communication aimed at the population at large toincrease awareness and be part of the larger BRANDING THE TIGER activity.


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BUYERS OF SKINS (FOR DISPLAY AND GARMENTS) AND CURIOS:

PRIMARY AUDIENCE:

If status drives this consumer to buy skins and curios, then we have to provide an

equally strong motivation against this illegal trade.

A feel-good emotional campaign about the plight of tigers might not be effective.

Communication has to aim at the statusof this consumer.


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WHAT CAN WE SAY?Possession of illegal products can still be considered a status symbol due to their uniqueness, but

possession ofcriminallyconvicting products can be seen as negative for their status.

For example, in Mumbai (India) drinking and driving was always illegal, but this law was not strongly

enforced and many people violated it. But the day the police started action and people started getting

arrested, it changed the public attitude and response to this behavior. So much so, that a new business

that provides a valet or driver for those who party and drink hard has successfully developed aroundmost pubs and clubs.

The communication must create a negative perception of people who possess these parts, similar to

possessing drugs or firearms.

It has to be reinforced that possession of skins or tiger part curios is an equally serious criminal activity,

and not justthesellerbuteventhebuyer willbe persecuted withimprisonment.


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These communication messages have to be presentinall public placeswhere there isintelligence information about consumption, including airports, trains/buses and stations, large

market places and market hubs and local malls and shopping centers.

This can be done inexpensively and effectively with a poster/outdoor campaign, leaflets, sign

boards, and the like. But,itmustbebacked withactionlikeregularandrandomchecks

by police(of suspicious consumers) in the public space to re-enforce the seriousness of intent.

While it might still not deter some offenders, it will definitely communicate the criminal nature

of this activity and get the larger audience of generally law-abiding citizens to avoid it.

SECONDARY AUDIENCE:

Over and above this, there should be a communication aimed at the population at large to increase

awareness and be part of the larger BRANDING THE TIGER activity


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FEEDBACK/MONITORING MECHANISMFeedback on the communication can be obtained by monitoring studies that research

agencies, such as like AC Nielsen, conduct for regular brands to assess change in attitudes

and buying behaviour.

A research agency can be requested to provide reports as often as quarterly to align and

evaluate the communications effort. The research plan can be flexible to include and exclude

information.


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KEY INDICATORS OF PERFORMANCE OF COMMUNICATION OBJECTIVES:

Awareness of the issue among the mass public

Negative publicity for tiger part consumption

Increased public pressure on authorities to take action

bali pre summit edited

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