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Bayer CropScienceA Presentation by Scarlet Communications

Monday, December 17, 12

Purpose

Moreover, the contest conduct ground surveys of agricultural

knowledge, provide more educational activities to improve the

productivity and labor efficiency toward to an agriculture quality, safe and sustainable manner. Thereby,

promoting and elevating the brand of Mekong Delta rice in internal and

international rice market.

With the aim to build a helpful and healthy playground for

farmers – in which rice farming experience is traded

The contest also shows the modern and steady rice

farming solution via Much More Rice Process which

helps farmers improve excellent rice quality,

maximizing productivity and profit.


Objectives

Increase the awareness of MUCH MORE RICE

SOLUTION

Clearly communicate key benefits from products: higher yield, higher

quality and higher profit

Push increase in Sales

1 2 3


Key Hook

Radio JingleWHY?

Music is Therapy

Music reduces stress

Music normalizes Blood Pressure

Music increases optimism

Music boosts exercise performance

Music helps people socialize

Music helps in spiritual health

Music promotes sound sleep

The program mechanics will be written as lyrics and put into a popular Vietnamese Song.

Flash Mob

Music Marketing

A Videoke Version will be produced and will be aired as TVC in local TV networks

We intend to use the flash mob concept wherein this

group of dancers will sway to the tune of the jingle to

promote our event at around 6 pm in all the 10

key provinces.

Music Video/TVC

Benefits of MUSIC


PROPELLING FARMING’S FUTURE

Elimination Round

Theoretical Practical Application

Final Round

Recorida/Branded Boats

Strategic Posters Installation

Sign up through Distributors

KOL Gatherings/Meetings

Choose the right letter.

Targetted Radio Ad Placements

10,000 farmers to 1000 farmers to be held in 10 key provinces

Recruitment / Call for Entries

Farmer Knowledge

Farmer Talent

Farmer in Action

Farmer Portrait

90-Day Challenge

Flash Mob

A roving recorida vehicle playing the jingle mechanics will go around the town to attract

farmers to join the contest.

Important Information and details will printed and posted in key city

centers, halls and farmers’ covergenze zones

KOLs or Farmer Leaders will be oriented to recruit at least 20 members and incentivize

them with gifts or premium items.

The Radio Jingle will enjoy airtime in select radio stations.

Wives and Families of Farmers will be invited to join the FLASH MOB Team in every city/

province.

Planting the Seed

Checking optimal growth

The Right Harvest

B A Y RE

From 1,000 farmers to 100 farmers to be broadcasted in 6 Provinces

Create and Initiate A Rice Festival Day


The branded boats will roam around the Mekong Delta river

covering the 10 provinces

Jingle will be played.

Recorida - Branded Boats


Posters will be installed in strategic locations such as village city halls, high traffic areas, and convergence zones where people often meet.

Posters


KOL Gatherings /MeetingsEvery group of farmer respects an elderly who shares knowledge, credibility and charisma. WE will tap these exceptional key opinion leaders who are tasked by

the group to disseminate news and information through their colleagues.


Radio JingleJingle containing the mechanics of the Campaign will be played over select radio stations and timeslots

♩ ♪ ♫ ♬ ♭ ♮ ♯Monday, December 17, 12

Flash MOB is a group of people who assemble suddenly in a place, perform an unusual and seemingly pointless act for a brief

time, then disperse, often for the purposes of entertainment, satire, and

artistic expression.

To be implemented at a townhall or public park at 6PM.

Will be participated upon by Farmers’ Wives and Kids.


Elimination RoundTheoretical Practical Application

10,000 farmers to

1000 farmers to be held in

10 key provinces

From 1,000 farmers to 100 farmers to be held in 10 key provinces


Distributors will recruit 100 farmers from their database. Agency to support distributors with strong publicity strategy and merchandising materials

Mechanics

Farmers must enlist their names, home address, mobile number and Bayer purchases to their corresponding distributors.

Upon delivery of their orders, the farmer will receive a gift (tshirt) from Bayer.

Farmers must come to the venue at the prescribed time of the elimination round wearing the shirt. The questions will be in 3 themes: PROFIT, QUALITY YIELD.

B A Y RE

The farmers will be asked to step on the letter of the correct answer.

The 1000 highest number of correct answers will qualify for the Practical Round.

Theoretical


ProgramTheoretical

Videoke Jingle PlaybackIntroduction of Host

Bayer CropScience Knowledge ReviewElimination Proper

WINNERS ANNOUNCEMENTCheering Dance


MechanicsPractical

THE

90-Days Challenge

Growing the Seedlingseeds are treated correctly

right amount of floodingsoil nutrients, sunlight

Checking optimal growthfertilizer

need of applying insecticides

The Right Harvesttons of rice harvestedmanner of harvesting

To check each farmer’s thorough understanding and familiarity with Bayer’s 3 Process to MUCH MORE RICE.

Practical Application

Agency will facilitate visiting of each farmer’s cropland at

least once every month to monitor the following:

Agricultural Experts will be onsite to share advice and convince

farmers to use the latest technology from BAYER. From 1,000 Farmers, only 100 will be chosen to advance to the FINAL ROUND.

30 60 90


Final Round

Farmer Knowledge

Farmer Talent

Farmer in Action

Farmer Portrait

100 farmers will join the Final Round (live show) which will be broadcasted in 6 Mekong Delta local tv stations. From 100, 6 farmers will be selected and The farmers will compete in four key areas.


1 Farmer will be declared as Bayer Millionaire winner of agricultural showcase plus CASH and to be awarded by Bayer Vietnam Reps


Thank You


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Technology

helpfulhelps farmers

safe farmers

families of farmers

farmers cropland

farmers wives

practical round

jingle mechanics

optimism music