Geisha SFL Activation Consumer Journey

28.06.2016

WHY IS GEISHA OFFERING

STORIES FOR LIFE?
Geishas wish is to put a generation
of children in good hands.
With Stories For Life, Geisha will
help encourage and facilitate
meaningful time spent together
between mother and child.

WHY IS THIS IMPORTANT?

It has been identified that the most important factor in a childs
development is to have at least one strong relationship with a caring
adult. Africas mothers lack the knowledge and resources to do more
than meet the basic needs of their children. Care is an interactive
process and Geisha aims to get Africas mothers spending more
meaningful time with their children, thereby helping them to
prepare for life.

THE ROLE OF PR
The challenge we currently face is that without
awareness for the need for meaningful moments
(between moms and kids), it is certain that Kenyan
moms will not see the point of acquiring our Stories
For Life, thus rendering our well-meaning efforts
quite futile.
We know that moms honestly believe that they give
their children the best they can, but they need to
be informed and made aware of the benefits of
meaningful intimacy time (ie story time), and we need
PR to be able to start the conversation and create a
groundswell of opinion on this subject.
How do we do this?
We need to appoint an in-country PR firm to establish
relationships in Kenya with media thought leaders,
DJs editors, NGOs, health and education ministers
etc ; and then to create and facilitate the conversation
around this important topic.

SOLETS CREATE A NATIONAL

TALKING POINT!

THE BRIEF
We h a v e d e v el o p e d t h e G e i s h a T h e m a t i c C a mp a i g n (O G A) a s w el l a s t h e
c r e a t i v e a r o u n d S t o r i e s Fo r L i fe. W h a t w e n e e d t o d o i s b r i d g e t he g a p w it h
c o m mu n i c a t i o n t h a t g i v e s m o m s a r e a s o n t o b el i e v e i n s p e n d i n g m e a n i n g f u l
t i m e w it h t h e i r c h i l d r e n , a n d s ho w ho w S t o r i e s Fo r L i fe c a n f a c i l it a t e t h i s .

MESSAGING

CREATIVE

C a mp a i g n m e s s a g e a r o u n d
S t o r i e s fo r L i fe

R e a l w o r l d - b o n d i n g m o m e nt
w it h m o t h e r & c h i l d

C a ll to Act ion - Buy a nd

g et S F L

S t o r i e s & i l lu s t r a t i o n
world

3
2

M e c h a n i c - D i a l U S S D/
v i s it M o b i s it e a n d u s e
c o d e i n s i d e s t i c ke r

B r a n d V i s u a l I d e nt it y

T h e fo l l o w i n g s l i d e s w i l l d e t a i l t h e C o n s u m e r j o u r n e y a n d a d d r e s s t h e a b o v e w i t h w o r k i n g e x a m p l e s .

CONSUMER JOURNEY OUTLINE

REGIONAL
PILOT
PHASE

LAUNCH

PHASE 1

ENGAGEMENT

PHASE 2

BROAD
MEDIA

AWARENESS
ELEMENTS:
T V Ta g

AWARENESS
ELEMENTS:

Mobile Paid Media

Inf l u e n c e r k i t s

ENGAGEMENT
ELEMENTS:

PR
Radio

OOH

Inf l u e n c e r K i t s

POS

PR

On- pack stickers

OOH

Radio

POS
On- pack Stickers

ENGAGEMENT
ELEMENTS:
P a r e n t i n g /S c h o o l B o d y
Forums par tne r ing with
KO L/ N G O

Ac t i v a t i o n/
Theatre
Books
Radio Stories

PILOT & LAUNCH

MESSAGING
THEMATIC
RADIO & OOH

POS & CALL TO

ACTION
MECHANIC

Head line:

Head line:

He l p p r e p a r e y o u r c h i l d fo r l if e .

Buy a bar of G eisha & get F R E E

S t o r i e s fo r L if e .

Sub -header:

Sub -header:

F r e e s t o r i e s w i t h e v e r y G e i s h a b a r.

S e e s t i c k e r o n p a c k fo r d e t a i l s .

S e e i n s t o r e fo r d e t a i l s .

C o l l e c t a l l 6 s t o r i e s!

KEY
VISUAL
T h e fo l l o w i n g s l i d e s w i l l t a k e y o u
through our thinking on the campaig n
ke y visual s as well as the messages
the y will land.

KEY
VISUAL

REAL WORLD

BONDING MOMENT

T h e m a i n v i s u a l fo r o u r k e y v i s u a l w i l l c o n s i s t o f a l o v i n g
b o n d i n g m o m e n t b e t w e e n m o t h e r a n d c h i l d . Hu d d l e d a r o u n d
a mobil e phone this visual el ement will be shot in the same
treatment as pre vious G eisha work .

KEY
VISUAL

ILLUSTRATED
WORLD
To h e l p c o n v e y t h e fa c t t h a t t h e s e
stor ies are audio books that you
can download on your phone, we
developed a pop - up logo lock- up
that visually conve ys this.
This is then combined with our
real world visual of our mothe r
and child.

KEY
VISUAL

KEY VISUAL 1

Thematic

KEY VISUAL 2

In- Store

PILOT/
LAUNCH
T h e fo l l o w i n g s l i d e s w i l l d e t a i l t h i s
phase of the consume r jour ne y.

PHASE 1
T V Ta g

S h e s e e s S t o r i e s Fo r L i fe a d v e r t i s e d o n T V s t r a i g ht a f t e r
w a t c h i n g t h e G e i s h a T VC .

FVO: Help prepare your child for life. Get free Stories for Life when you buy Geisha.

PHASE 1
Radio

Ta l k s ho w r a d i o s t a t i o n s c o n du c t a n d b r o a d c a s t a n i nt e r v i e w
w it h a t ho u g ht - l e a d e r, d i s c u s s i n g t h e n e e d fo r m o m s a n d t he i r
c h i l d r e n t o h a v e m o r e m e a n i n g f u l b o n d i n g m o m e nt s a n d
u n l e a s h t h e p o t e nt i a l i n t h e i r c h i l d r e n .

PHASE 1
Inf l u e n c e r P a c k

K ey Opinion L eader s, t he Pres s a nd Blogger s receive ou r

I n f lu e n c e r P a c k s a n d b e g i n p r o m o t i n g S t o r i e s Fo r L i fe, a l s o
t a l k i n g u p t h e i mp o r t a n c e o f m e a n i n g f u l b o n d i n g m o m e nt s
b et w e e n m o t h e r s a n d t h e i r c h i l d r e n i n t h e d e v el o p m e nt o f a
c h i l d s l i fe.

Waterproof bath book

A DM pack inspired by Geisha Soap

Gina Giraffe USB

PHASE 1
Ad v e t o r i a l/ P r e s s

O u r c o n s u m e r r e a d s a b o ut S t o r i e s Fo r L i fe i n h e r l o c a l
n e w s p a p e r f i n d i n g o ut t h a t G e i s h a w a nt s t o h elp h e r p ut h e r
c h i l d s f ut u r e i n g o o d h a n d s .

Tiantiae ex et ius, anis dolorer speris maximil magnihillaut acestrum reriae volorunt por ma sitatio
cus utemquaecto con ped qui ipisto que sam rerior
rest a is ut ullore sa verehent officab iusciet urescima

Tiantiae ex et ius, anis dolorer speris

maximil magnihillaut acestrum reriae
volorunt por ma sitatio cus utemquaecto
con ped qui ipisto que sam rerior rest a
is ut ullore sa verehent officab iusciet
urescima nectur? Odis dollorum abora
doluptaque molesequibus aut volest, ut
laudi officideliae a core, expedi ut reiciame peroresse de cum nus anditamus
quidusam renisint, nonseque voluptat
adio. Il int, te volupta ssiminu llique
landis diciistota sini dus rernam, cores
dellupt atatem audit qui de cum quia et
rendis apit adi inctorere consequ untore
doluptae nonsed qui beriae volectur rest,
sendam audit exceperspe num ut acculla
nduciatium aliquam sincid quiat.

Tiantiae ex et ius, anis dolorer speris

maximil magnihillaut acestrum reriae
volorunt por ma sitatio cus utemquaecto
con ped qui ipisto que sam rerior rest a
is ut ullore sa verehent officab iusciet
urescima nectur? Odis dollorum abora
doluptaque molesequibus aut volest, ut
laudi officideliae a core, expedi ut reiciame peroresse de cum nus anditamus
quidusam renisint, nonseque voluptat
adio. Il int, te volupta ssiminu llique

Using Geisha
unlocks entertaining,
values-based stories.

S h e h e a r s a t h e m a t i c a d o n r a d i o, g i v i n g h e r a t a s t e o f w h a t t o
e x p e c t f r o m S t o r i e s Fo r L i fe.

PHASE 1
Radio - Thematic

THEMATIC AD

3 0 s S p o t

SF X:

B a t h t i m e a mb i e n c e

SF X:

5 S n ip p et f r o m o n e
of t he stor ies.

( E . g : M e e t G i n a t h e L a z y G i r a f f e . S h e s l a z y , t o o l a z y b y
half. She gets on he r knees, nibbling to ps of the trees and she
l o v e s i t w h e n s h e t a k e s a b a t h .)

F VO 1:

B l a c k g i r l a g e d 4 -5 .

G i g g l e s . G i n as a l a z y G i r a f fe .

F VO 2 : T h a t it s b et t e r t o w o r k

h a r d t h a n b e l a z y. S h a l l

we f inish t he stor y a nd see?
F VO 1:

Ye s !

SF X:

3 S n ip p et f r o m t h e s t o r y.

(E .g: Im tall e r by half. Im G ina G iraf fe. And I think that

I m k e e p i n g i t r e a l .)

A N NCR :

F VO 2 :

B l a c k w o m a n t h e g i r l s m o t h e r.

Oh yes she is. But I t hink

s h es a b o u t t o l e a r n a v e r y
i mp o r t a nt l e s s o n .

F VO 1: A b o u t w h a t , m o m m y?

Black woman.

H elp p r e p a r e y o u r c h i l d fo r
l i fe. G et f r e e d o w n l o a d a b l e
S t o r i e s Fo r L i fe w it h e v e r y
G e i s h a b a r y o u b u y. S e e i n
s t o r e fo r d et a i l s .

PHASE 1
Radio - Promo

CALL TO ACTION
SF X:

S h e a l s o h e a r s a c a l l - t o - a c t i o n a d o n r a d i o, t el l i n g h e r t h a t a l l
t h e s t o r i e s c a n b e d o w n l o a d e d fo r f r e e w h e n s he b u y s a b a r o f
G eisha.

3 0 s S p o t

Backg round score throughout.

A N NCR :

Black woman.

G e i s h a , A f r i c as f a v o u r it e f a m i l y s o a p
no w b r i n g s y o u G e i s h a , S t o r i e s Fo r
L i fe a f u n a n d e xc it i n g c o l l e c t i o n
o f e du c a t i o n a l c h i l d r e ns s t o r i e s
m a d e t o h elp y o u p r e p a r e y o u r l it t l e
o n e fo r l i fe.

F VO 1:

A l l s i x S t o r i e s Fo r L i fe a r e a v a i l a b l e
a s dow nload able aud io book s t hat you
c a n e nj o y s t r a i g ht f r o m y o u r m o b i l e
p ho n e. G et S t o r i e s Fo r L i fe f r e e w it h
e v e r y G e i s h a b a r y o u b u y. S e e i n s t o r e
fo r d et a i l s .

F VO 1: B l a c k w o m a n .

O f c o u r s e w e c a n m y a n g el .

Black woman.

S w e et i e , it s b a t h t i m e!

F VO 2 : B l a c k g i r l a g e d 4 -5 .

C a n w e l i s t e n t o a no t h e r
s t o r y?

PHASE 1
Mobile Media

W h i l e o n h e r p ho n e, s h e s e e s a n i m a t e d b a n n e r s no t i f y i n g h e r
t h a t s h e c a n g et S t o r i e s Fo r L i fe r i g ht t h e r e o n h e r p ho n e.

PHASE 1
Outdoor

W h i l s t c o m mut i n g , a b i l l b o a r d e n s u r e s t h a t s h e k no w s t h a t
h e r f a v o u r it e f a m i l y s o a p h a s s o m et h i n g e x t r a t o o f fe r h e r
a nd her chi ld.

OOH - Billboard

PHASE 1
POS

W h e n s ho p p i n g , s he s e e s S t o r i e s Fo r L i fe a d v e r t i s e d i n - s t o r e
a n d i s r e m i n d e d t h a t w it h e v e r y p u r c h a s e s h e i s a b l e t o
d o w n l o a d a f r e e s t o r y t h a t t e a c h e s h e r c h i l d l e s s o n s fo r l i fe.

Bunting

PHASE 1
POS

W h e n s ho p p i n g , s he s e e s S t o r i e s Fo r L i fe a d v e r t i s e d i n - s t o r e
a n d i s r e m i n d e d a b o ut t h e b e ne f it s o f d o w n l o a d i n g t h e m a n d
t h a t a l l s i x s t o r i e s a r e f r e e.

Gondola end

POS

Poster

Cat Banne r

Pack Sticke r

ENTRY
MECHANIC

USSD
S h e d i a l s t h e U S S D nu mb e r fo u n d
i n s i d e t h e s t i c ke r a l o n g w it h t h e
c o d e. H e r p r o f i l e w i l l b e u p d a t e d
a n d p o i nt s r e d e e m e d .
She is able to eit her:

MOBISITE
1 S h e g o e s s t r a i g ht t o t h e m o b i s it e a n d
e nt e r s h e r o n - p a c k s t i c ke r c o d e

2 S h e r e d e e m s h e r p o i nt s a n d i s a b l e t o
s el e c t t h e s t o r y s h e h a s t he o p t i o n
o f t h e l o n g v e r s i o n a n d t h e s ho r t
ver sion

1 L isten to t he aud io f i les v ia I V R a nd

c a n t h e n s el e c t 1 o f 6 s t o r i e s
(2 m i nut e e d it e d v e r s i o n s)

2 D o w n l o a d t h e s t o r i e s a n d w i l l g et a
b o u n c e b a c k S M S w it h m o b i s it e l i n k

A u d i o b o ok s
long & shor t

PHASE 1
Mobisite

Landing

A t ho m e, s h e v i s it s t h e S t o r i e s Fo r L i fe m o b i s it e a n d g et s t o
prev iew one of t he stor ies.

Landing

Landing

MOBI
PAGES
Feature

MOBI
PAGES
smar t

Landing

Points

Points message

MOBI
PAGES
smar t

L i b ra r y

Stor y features

MOBI
PAGES
smar t

About G eisha

Contact

Enquir y

PHASE 1
Forums

S h e a t t e n d s a p a r e nt i n g /s c ho o l b o d y fo r u m a n d f i n d s o ut a b o ut
t h e i mp o r t a n c e o f d o w n l o a d i n g a l l s i x s t o r i e s a n d e nj o y i n g
t h e m w it h h e r c h i l d .

PHASE 2
T h e fo l l o w i n g s l i d e s w i l l d e t a i l p h a s e
2 of the consume r jour ne y.

PHASE 2
Ac t i v a t i o n s

T he idea is t hat lea r ner s w i l l be encou r aged to col lect 1 0 0 0

G e i s h a w r a p p e r s t o e a r n a l i v e, t h e a t r i c a l p e r fo r m a nc e o f
S t o r i e s Fo r L i fe a t t h e i r s c ho o l . A d d it i o n a l l y, t h e s e s c ho o l s w i l l
a l s o r e c e i v e a s et o f S t o r i e s Fo r L i fe b o ok s fo r t h e i r l i b r a r i e s .

PHASE 2
Radio

F u l l l e n g t h s t o r y fe a t u r e s p l a y o n r a d i o, s ho w i n g a ny m o m s
w ho h a v e nt y et d o w n l o a d e d a ny s t o r i e s j u s t ho w b e a ut i f u l ,
e du c a t i o n a l a n d f u n S t o r i e s Fo r L i fe c a n b e.

CONSUMER JOURNEY
P H A S E 1 : P I L O T/
L AU N C H
S h e h e a r s t a l k s h o w r a d i o i nt e r v i e w s w i t h
t h o u g ht - l e a d e r s .

P H A S E 2 : E N G AG E M E N T
She pick s up a bar of G eisha and sees t he
o n - p a c k s t i c k e r.

K ey Opinion L eader s, t he Press and

Blogger s receive in f luencer pack s.

She buys G eisha.

She read s about t he impor t a nce of

m e a n i n g f u l t i m e s p e nt w i t h c h i l d .

S h e v i s i t s t h e S t o r i e s Fo r L i f e m o b i s i t e
a n d p r e v i e w s a s t o r y.

S h e r e a d s a b o u t S t o r i e s Fo r L i f e i n h e r
l o c a l n e w s p a p e r.

She b ond s w it h her ch i ld a nd t hey lea r n

f r o m t h e s t o r y.

She hea r s a t hemat ic ad on r ad io, g iv ing

her a t a ste of what to expect.

A p a r e nt i n g /s c h o o l b o d y f o r u m
encour ages her to enjoy a ll si x stor ies
w it h her ch i ld.

She a lso hear s a ca ll to act ion ad on

r ad io, tel ling her to buy G eisha.
On her phone, she sees ba nner s not i f y ing
her about t he dow nloads.
Bi l lboa rd s ensu re t hat she k now s t hat
G e i s h a h a s s o m e t h i n g e x t r a t o o f f e r.
W h e n s h o p p i n g , i n - s t o r e e l e m e nt s r e m i n d
h e r a b o u t S t o r i e s Fo r L i f e .

S h e s e e s S t o r i e s Fo r L i f e a d v e r t i s e d
o n T V.
S t o r i e s Fo r L i f e p e r f o r m s a t h e r
c h i l d s s c h o o l .
She buy s G eisha to get more stor ies.

Fu l l stor y feat u res on r ad io get her to

encour age her fr iends to buy G eisha.

T h a n k Yo u

Copyright: This document remains the proper ty of The Hardy Boys (Pty) Ltd.
T h i s d o c u m e n t i s p r i v i l e g e d a n d c o n f i d e n t i a l a n d f o r t h e u s e o f t h e r e c i p i e n t o n l y. U n a u t h o r i s e d u s e , d i s c l o s u r e o r c o p y i n g o f t h e c o n t e n t s o f t h i s d o c u m e n t o r a n y s i m i l a r a c t i o n i s p r o h i b i t e d . T h i s r e s t r i c t i o n i s
a p p l i c a b l e t o a l l s t r a t e g y, i d e a s , c o n c e p t s a n d d e s i g n e l e m e n t s o f t h i s p r o p o s a l . P r o p o s a l s p r o v i d e d b y T h e H a r d y B o y s ( P t y ) L t d t h a t r e c e i v e n e i t h e r t h e c o m m i s s i o n n o r p a y m e n t f o r t h o s e p r o p o s a l s , r e m a i n t h e
p r o p e r t y o f T h e H a r d y B o y s ( P t y ) L t d a n d t h e i r c o n t e n t s s h a l l n o t b e r e v e a l e d t o a n y t h i r d p a r t y.