CW2 - Social Distancing Campaign

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Introduction

As cases of COVID19 continue to spread around the world including in Malaysia, the encouragement for preventing this pandemic is getting higher by the media and especially by health oragnizations. COVID-19 spreads easily and most commonly it spreads during close contact (COVID-19 and Your Health, 2021). Social distancing puts space between people. If someone is sick and there are no people around, a virus cannot spread (Russ, 2021).

Social Distancing seems to be an easy and simple way to break the chain of COVID19 transmission, but according to a survey by MOH, some people find some certain locations such as markets, malls and grocery shops to practice social distancing (IPK MOH, 2021). Other reasons that people find difficult to practice social distancing are, limited space, society (other people) don't practice social distancing and people keep forgetting about it (IPK MOH, 2021)

In order to find a solution for this problem, the idea of this CW2 Social Distancing 1m integrated campaign suggests tools and methods using AIDA marketing model and by engaging an animation video, a billboard, a mobile app, a website and social media challenges. This campaign works as a social distancing reminder and offers some digital tools to the society to practice social distancing more easily and adequately.

This personal blog reflects on my campaign progress and reports about all the steps I and my groupmate have been through from initiation to execution and completion of the campaign.

CW Assignment - Social Distancing 1m

As an integrated marketing campaign, we (I and my groupmate, CrYstal) need to produce a range of digital marketing materials and engage the social media throughout the module and campaign.

Integrated marketing is the process of unifying all aspects of marketing communication such as advertising and social media — and using their respective mix of media, channels, and tactics to deliver a seamless and customer-centric experience. In practice, that means having a consistent look, feel and tone to your message across all the channels you use (Flood). This means that our campaign materials should include including, videos, website, mobile app, brand, data and billboard.

The campaign should be promoting the Social Distancing and make awareness about spreading the COVID19 pandemic as the virus can spread from person-to-people and people can in fact spread the virus without knowing it (Houstonmethodist.org). So the main objective of the campaign is to convey the message that the social distancing is your social responsibility.

Ideas

I and my group mate, Crystal have come up with 5 ideas for this campaign. Before the idea session, we have done a brainstorming session to think more freely and to allow this session encourage open and ongoing collaboration to solve problems and generate innovative ideas (Blog.mindmanager.com).

  • Health
  • Mortality
  • Virus
  • COVID19 / Flu
  • Carry / Carrier
  • 6-feet distance
  • Distance
  • Safe
  • Creation of virus / spreading
  • Handshake
  • Hug / Kiss
  • Attention
  • Measure
  • Stay home
  • Wear mask
  • News
  • Cluster
  • Disinfect

Idea 1 - Virus POV

Virus point of view. This idea's message id basically from the virus point of where the virus is encouraging people to avoid physical distancing so it can infect more people and spread itself. The message is a bit sarcastic and that's how it could become creative and make it more notable for its target audience (Gino). Here are two similar campaigns to this idea:

Idea 2 - Spread of COVID (Creation of Adam)

Similar to Michelangelo’s The Creation of Adam painting - The virus tries to touch the human finger to spread itself. The idea is to develop famous masterpiece that are manipulated to this idea in order to show the spread of the virus.

Idea 3 - Real-life Life Bar (Game Lifebar)

Lifebar lines between people where the shorter distance between people make it shorter and cause unhealthy and mortality. AR

Idea 4

A temperature scanner which is morphing / converting to other form of devices to remid people about the social distancing and the spread of virus.

Ideas 2 and 4 were suggested to be selected for the campaign by our choice. Eventually, we have chosen the Idea 4 for the campaign.

TARGET AUDIENCE

Here are the data for adjusting the target audience for this campaign. By knowing our target audience for this campaign, we can craft content more effectively and focus advertisements with the right marketing message for each of those segments in our marketing campaign (Powell).

Demographics

  • Gender: Male & female
  • Age: 16 - 40
  • Location: Malaysia (Residential / business restricts)

Psychographics

  • People who interested to get information online
  • People who interested about creative exhibition and challenge

The above demo- and psychographics are too generic for this campaign. After some more research and studying, we finalised our TA as follow:

Demographics

  • Gender: Male & female (Young male/female, adults and families)
  • Professionals, households, students
  • Age range: 18 - 45
  • Class: Middle to upper class (Household income range: RM 800 to RM 10,000)

    • Psychographics

  • Middle (sub-premium) quality class
  • Looking for fun part of life
  • Sociable
  • Safety & health conscious
  • Respectful to society

    • AIDA

    Based on the the AIDA Model (Awareness, Interest, Desire, and Action), which is an advertising effect model that identifies the stages that a consumer/consumers go through during the process of this campaign as an intergraded campaign (Corporate Finance Institute), we have come up with the following content for our campaign AIDA model:

    AWARENESS

    • Teaser: Short introductory video social media posts about the campaign
    • 3 teasers - 1 launch video (caption)

    The idea is to create a short animation video based on the creative changes of the temperature scanner transform to disinfect and continue to become a medical staff perform virus detection on people to promote the covid-19 and social distance awareness.

    Online exhibition activity with the creative outcomes of the challenges.

    • Videos on social media (FB, Instagram)
    • Billboard (Lightbox - eg. 2 boards 1m ) - search: creative billboard
    • Scanner on billboard to detect something - people can get something from billboard/scanner

    INTEREST

    • Website: Website for the information of the campaign and the epidemic prevention knowledge link to download app
    • Mobile App: Main function: 1m away, Track other mobiles (alarms you)(notification)
    • AR Measuring 1m social distance - 5 pics submissions / day win something
    • Mobile distance recogniser (alarm when distance is lower than 1m - avoid human)
    • Giving information about pandemic and prevention knowledge
    • Collecting reward points and use them for the fast line to get vaccinated
    • Reward Lucky number

    DESIRE

    • Social posts (Video challenges made by celebrities and influencers)
    • Give away (Different or little presents will be given to the top 10 creative participants and first submit for publication)(the present: Social distance first aid kit, hand sanitizer etc.)

    ACTION

    • Post ads & content on social media to arouse people's about the challenge and participate in it
    • Collaborate with influencers to let more people participate in the campaign
    • Buy / receive the social distancing belt which alarms when you have less than 1m margin with other people / or can shine laser beams on the floor to remind you and people about 1m distancing.
    • Buy Social Distancing Kit (Special Scanner, Tape measure, Handsanitizer, Distancing belt, mask, 1m distancing hat, creative 1m craft diy pack)

    The first stage of AIDA model which awareness, the objective is to make people aware of our campaign's message (The World of Work Project). To do so, we came up with video ideas that can be going viral and be used as social media challenge, so users also can help the message to be spread. So here are our ideas:

    Video 1 - Our shadows our spirits

    Using the scanner’s torch people need to make shadows of the things that they should not do due to pandemic physical contact risks - Like hugging, shaking hands etc.

    1- Shadow of couple hugging each other on the wall (surrounding is dark)
    2- Torch light bright
    3- The light is coming from scanner (a hand holding scanner)
    4- Four persons (1 holding torch - left/right) (2 people doing shadow) (1 shooting)

    Throw me now - Suddenly

    You have to throw whatever you’re holding minimum 1m away once the scanner spotted you.

    Get the message

    Using the scanner’s face on the wall (like a projector) when you walk as far as 1m in front of the wall then you can see the message.

    Campaign Name - Branding

    We descided to consider creating a process for naming our campaigns (Lyytikka) that helps us to get the best branding name. We also wanted to have a name that could easily deliver our campaign message. So we came up with the following list.

    • Be Distance
    • Keep Distance
    • Just Keep Distance
    • Let’s … be ….. safe
    • Stay … safe
    • So far so safe
    • 1m safe
    • 1m of safety
    • 1m of health
    • 1m … 1 life
    • 1m … many lives
    • 1m of love
    • be … safe
    • Social Distancing
    • Keep Distance 1m

      • Hashtags / Tagline

      • #1m, #keepdistance

      Proposition

      • Keep Distance!
      • It’s not forever, just for now
      • Stay 1m
      • Keep distance 1m
      • Love travels further than 1m
      • Love knows no distance

      With the help of our lecturer, we finalized the campaign name and its tagline as:

      Name: Social Distancing 1m

      Tagline / hashtag: #KeepDistance1m

      The above names have common traits that make a the cmapign name easier for our target audience to remember (French, K.) meanwhile they deliver the message of our cmapign.

      Art Style // Art Direction

      Here are the art styles we collected for this campaign. The objective is to choose an art style that suits our target audience (based on the campaign message, their taste, their demo- and psychographics).



      As for the animation style (for the videos) we selected the following reference in order to make it more in the style that goes to our TA and make it more memorable and fun for them.

    Video Storyline

    To make our video more effective, we decided to go for a storytelling video (Small Business Trends). In order to do these, we came up with two storylines.

    IDEA 1

    • Girl goes online, sees the challenges on FB/IG
    • She starts doing it by herself
    • She downloads the app - posts her vids - and also get information on other things
    • She wins the competition

      IDEA 2

      • She sees people are not following physical distancing
      • She sees news reporting on rising the COVID 19 casesv
      • She starts doing the vids (1m away now + shadows)
      • Posts to FB/IG - Gets rivals
      • People makes same vids
      • She goes out and sees people following social distancing - while the rate is going down

      IDEA 3

      • Temperature scanner scans someones face
      • It turn into sanitizer to spray the face
      • Virus comes off

      To finalize our video ideas, with chose the IDEA 3 as our big idea and here is the polished and final storyline:

      • Scanner scans a giant male face (temp 36.4) OK
      • Scanner scans a giant female face (temp 36.3) OK
      • Scanner scans a giant old man face(temp 35.9) OK
      • Scanner scans a giant young female face (temp 37.5) NOT OK
      • Scanner transforms to sanitizer (spray)
      • Sanitizer sanitize the young female face
      • Virus coming off her face - irritation etc
      • Fade out to white
      • “YOU DON'T HAVE TO SUFFER FOR THIS
      • KEEP YOURSELF SAFE
      • Keep Distance 1m
      • All fade out
      • MOH Logo

      Mobile App

      As for the desire part of our AIDA model, a mobile app will be created to make consumer engaged with the campaign. This app will need some features and funtionally for social distancing. These features are:

      • Social Distancing Tracker - a tracker tool that helps users to track the safetyness of the places they are at the moment or they are going to. So this tracker needs to show the user the social distancing situation on their current location, plus a map that they can see the situation around them.
      • The other feature could be an ability to help the user to check whether people around them are practicing social distancing by using their mobile camera. This feature can use the AR feature of samrtphones for on-screen graphics.

      Such a mobile app, can provide more value for consumers while it connects the campaign more with consumers (BuildFire). Below is the list of the main functionalities and sections of this app:

      • LIVE - Live social distancing tracker
      • AM I SAFE - AR tracker to check whether people around you are following social distancing or not
      • COVID19 - Latest info on prevention of COVID19 pandemic
      • Rewards - Rewards and points collected by users from practicing social distancing and campaign engagement. Users can win prizes using these points

      Billboard

      As traditional media integration in the campaign, we are required to design a billboard that bring awareness to our audeince and remind them about social distancing. Billboards provides a large-scale for advertisement which will be effective to deliver the campaign messgage to consumers (DECKER, A).

      Here are some of our sketches for the billboard. The concept is to create a billboard that can possibly interact with audience while delivering the campaign message (social distancing) to them.

      The concept for the above billboard is to have a scanner gun on the billboard which tracks people social distancing. If people do not practice social distancing, the billboard starts showing pictures and images of the down side of the pandemic and reminding them about social distancing. When people do follow social distancing, the billboard will appriciate their effort by showing positive images and also the barcode that leads them to the campaign challenges in order to engage them with campaign and let them win prizes.

      Here are more sketches for the billboard:


      Facebook

      As for engaging a social media channel in the campaign, we have choosen Facebook. Facebook is a popular social media network which will allow our campaign to reach a wide audience while it is targeting capabilities go far beyond demographics (Search Engine Journal). In order to represent and announce our campaign on the Facebook, we prepared the following posts:

      • Launch video - True prevention is not waiting for bad things to happen, it's preventing things from happening in the first place. There is a very simple way to prevent COVID19 from spreading … Find out how.
      • Package / Rewards: Teaser video 1 - Our shadows our souls - Take the challenge and show how our shadows still can do things that we cannot do due to the pandemic. Most creative videos will get rewards.

        Teaser video 2 - A funny n’ friendly reminder - Use your scanner guns (or your hand) to remind people about the social distancing. Show them that they get caught easily by genius like you! Best surprising videos will get rewards.

        1: Announce
        2: Continue, participate and win 3 steps

        Keep Distance 1m, be active and win our Social Distancing Kit. This is how you can win:

        1- Take our social #KeepDistance1m challenge on Facebook and stand a chance to win a Blue Kit.
        1- Download our Keep Distance 1m mobile app, upload pictures of you being safe to the app and stand a chance to win a Red Kit.
        Continue
      • Showcase Apps - Announcement for app > download to win (apps icon / link) - 3 steps
      • Packaging (app) - Same as FB

      AIDA (Final Revision)

      After revising our AIDA model, here is the final outcome:

      AWARENESS

      • Launch Video - 1 Launch video (animation - must be BIG IDEA)
      • Creative Billboard - Billboard / scanner interact with people

      INTEREST

      • Mobile App
        - 1m away - (tracks other devices shows notification when close)
        - AR measuring 1m distancing (5 pictures submission per day to get points)
        - Giving info on COVID19 and how to prevent
        - Rewards - to get your lucky number for winning a Q in vaccine line (Top 10)
      • Website
        - Info on campaign, on COVID & social distancing & link to download app

      DESIRE

      • Social posts
        - Two videos to announce the challenge
      • Give away of social distancing kit (scanner, hand sanitizer etc) to:
        - 10 facebook challenge winners
        - 10 app winners

      ACTION

      • Participate/Engage with campaign, win prizes / order social distancing kits

      Final Result

      Here is the final edition of our campaign for publishing/presnetation. This includes prototypes for the concept board, billboard, launch video, social challenge videos, mobile app and facebook page & posts.

      References

      • Flood, G. and Flood, G., 2021. Integrated Marketing: What It Is and Why It Matters | AdRoll Blog. [online] AdRoll Blog. Available at: https://www.adroll.com/blog/marketing/integrated-marketing-what-it-is-and-why-it-matters [Accessed 10 March 2021].

      • Houstonmethodist.org. 2021. 4 Reasons You Should Still Be Taking Social Distancing Seriously. [online] Available at: https://www.houstonmethodist.org/blog/articles/2020/jun/4-reasons-you-should-still-be-taking-social-distancing-seriously/ [Accessed 08 March 2021].

      • Blog.mindmanager.com. 2021. What is brainstorming and why is it important? | MindManager Blog. [online] Available at: https://blog.mindmanager.com/blog/2019/11/what-is-brainstorming-and-why-is-it-important/#:~:text=Brainstorming%20allows%20people%20to%20think,problems%20and%20generate%20innovative%20ideas.&text=Brainstorming%20helps%20team%20members%20feel,outside%20of%20a%20structured%20session. [Accessed 11 March 2021].

      • Gino, F., 2021. The Surprising Benefits of Sarcasm. [online] Scientific American. Available at: https://www.scientificamerican.com/article/the-surprising-benefits-of-sarcasm/ [Accessed 08 March 2021].

      • Powell, L., 2021. 5 Ways to Identify the Right Target Audience for Your Brand - CMA. [online] CMA. Available at: https://cmasolutions.com/blog/5-ways-to-identify-the-right-target-audience-for-your-brand [Accessed 5 April 2021].

      • Corporate Finance Institute. 2021. AIDA Model - Understand the Steps in the AIDA Model Hierarchy. [online] Available at: https://corporatefinanceinstitute.com/resources/knowledge/other/aida-model-marketing/ [Accessed 5 April 2021].

      • The World of Work Project. 2021. The AIDA Marketing Model: A Simple Introduction - The World of Work Project. [online] Available at: https://worldofwork.io/2019/06/the-aida-marketing-model/ [Accessed 5 April 2021].

      • Lyytikkä, J., 2021. How to name your digital advertising campaign like a pro. [online] Blog.funnel.io. Available at: https://blog.funnel.io/how-to-name-your-digital-advertising-campaign-like-a-pro [Accessed 5 April 2021].

      • French, K., 2021. How to Choose Your Brand Name in 5 Simple Steps. [online] Column Five. Available at: https://www.columnfivemedia.com/how-to-choose-a-brand-name [Accessed 5 April 2021].

      • Small Business Trends. 2021. 25 Tips for Creating Great Marketing Videos - Small Business Trends. [online] Available at: https://smallbiztrends.com/2017/05/tips-for-creating-marketing-videos.html [Accessed 5 April 2021].

      • BuildFire. 2021. 4 Benefits of Having a Mobile App for Your Business | BuildFire. [online] Available at: https://buildfire.com/ways-business-benefit-having-mobile-app/ [Accessed 5 April 2021].

      • Decker, A., 2021. Everything You Need to Know About Billboard Advertising. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/billboard-advertising [Accessed 5 April 2021].

      • Search Engine Journal. 2021. Top 10 Advantages of Facebook Marketing for Your Business. [online] Available at: https://www.searchenginejournal.com/facebook-marketing-advantages/229849/ [Accessed 6 April 2021].

      • Centers for Disease Control and Prevention. 2021. COVID-19 and Your Health. [online] Available at: https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/how-covid-spreads.html?CDC_AA_refVal=https%3A%2F%2Fwww.cdc.gov%2Fcoronavirus%2F2019-ncov%2Fprepare%2Ftransmission.html [Accessed 8 April 2021].

      • Ruff, S., 2021. What is Social Distancing and Why is It Important? | UNC Health Talk. [online] UNC Health Talk. Available at: https://healthtalk.unchealthcare.org/what-is-social-distancing-and-why-is-it-important/ [Accessed 8 April 2021].

      • IPK MOH, 2021. [online] Available at: http://iptk.moh.gov.my/images/research/2020/Social_Distancing_updated_24082020.pdf [Accessed 8 April 2021].

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