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The MAA Worldwide 2008 Global Academic Challenge
School
:
Taylor’s College Petaling Jaya
A4-102, Level 1, Block A4, Leisure
Commerce Square,
9, Jalan PJS 8/9, 46150 Petaling Jaya, Malaysia.
Team Name
:
Red Ant
Team Members
:
Hilyah Binti Mohd Raffick (Team Leader)
Alison Seow Ai Lee
Benjamin Henry Teoh
Leanne Wong Lai-Yin
Stephanie Mill a/p Sasoo
Page 1 of 48
Contents
1.0
Page
Overview & Promotion Marketing Objectives
3
1.1 The Client
1.2 What is Climate Change
1.3 How does Climate Change Happen
1.4 The Local Situation
1.5 SWOT Analysis
1.6 Problem Statement
1.7 Objectives
2.0
The Recommended Strategy
7
2.1 Target Audience
2.2 Strategies
3.0
Creative Ideas & Campaign Execution
11
2.3 Tactics
3.1 Media
3.2 Media and Activities Schedule
3.3 Creative Materials
3.4 Budget
4.0
Expected Results
17
4.1 Measurements & Evaluation
4.2 Conclusion
5.0
Bibliography
18
6.0
Appendix
20
Page 2 of 48
1.0 Overview
1.1 The Client
In line with its responsibility to tackle climate change, the Malaysian Ministry of
Natural Resources and Environment seeks to conduct a six-month communication
campaign aimed at reducing household electricity consumption.
1.2 What is Climate Change?
Climate change refers to change in the earth’s climate conditions in terms of
temperature, wind pattern and precipitation among others, which triggers extreme
weather conditions such as heat waves, droughts, floods and typhoons. These
implications affect mankind both economically and socially in enormous magnitudes
because of the deaths and destruction they bring. These extremities kill
approximately 150 000 annually. Reduction of soil fertility and agriculture output,
rapid spread of diseases like malaria and contaminated fresh water supplies are just
some of the consequences of extreme weather conditions (Greenpeace Org. 2008).
1.3 How does Climate Change Happen?
An increased concentration of certain gases (known as greenhouse gases) in
the earth’s atmosphere prevents the heat release via the planet’s natural
temperature-control system. As more heat is trapped, the earth’ temperature rises
drastically, causing global warming which is the underlying cause of extreme weather
(Greenpeace Org. 2008).
Carbon dioxide (CO2) is the most prevalent of greenhouse gases. Excessive
amounts of it are emitted into the atmosphere when fossil fuels are burned to
generate energy in order to meet the demands of globalization (Greenpeace Org.
2008).
The client has identified households as the most opportune area to reduce CO2
emission in the short-term, as up to 20% of all household electricity is being wasted
by inefficient usage
1.4 The Local Situation
98% of Malaysia’s electricity was generated through the burning of fossil fuels
as of 2005 (Malaysia Energy Centre 2008). Between 1990 to 2004, Malaysian carbon
emission rates increased by 221%, making the country the 26th largest emitter of
greenhouse gasses in the world, with the highest growth rate among the world’s top
30 CO2 emitters (Associated Press 2007).
In December 2006 and 2006 and January 2007, the Malaysia experienced
devastating monsoon floods, a consequence of climate change. Recognising the
adverse impacts of climate change, the Malaysian government is determined to
exercise its responsibility to curb it.
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At a global level, Malaysia’s participation in climate change projects includes:
The Sydney Declaration
o APEC (Asia-Pacific Economic Cooperation) countries commit to
improve energy efficiency by at least 25 per cent by 2030 (ABC News
2007).
Kyoto Protocol
o Countries commit to reduce greenhouse gas emissions by 5.2% from
1990 levels between 2008 and 2012 (UNFCCC 2008).
In terms of householders, the Government has launched the MBIPV (Malaysia
Building Integrated Photovoltaic Project), which allows Malaysians to install solar
electricity generators at high discount (UNDP Malaysia 2007).
The market situation in Malaysia in light of a climate change campaign is
summarised in the following SWOT (Strengths, Weaknesses, Opportunity and
Threats) analysis.
1.5 SWOT Analysis for Change Climate Change
1.5.1 Strengths
1. There is a high level of awareness on climate change and global warming
amongst the general public1 as Malaysian city folk have been repeatedly
exposed to climate change efforts.
2. Across all age groups, Malaysians indicated a high willingness to change
their habits2 to curb climate change.
3. More and more companies are geared towards tackling climate change as
part of their Corporate Social Responsibility programs.
1.5.2 Weaknesses
1. Across all age groups, inaccurate knowledge about energy-saving
practices rated highest when placed against other reasons why Malaysians
did not use electricity efficiently.
2. A significant portion of Malaysians believe Malaysia is not a major
contributor of carbon emission. Among those who acknowledged carbon
emission as a problem, more than 75% blamed industries and companies
for it (AXA Retirement Scope Survey 2008). Hence, they are not pressured
by the need for change in their individual lives.
1.5.3 Opportunity
1. The recent increase in fuel prices and electricity tariffs can be a force factor
for the public to consider switching to renewable energy.
1
2
86% of respondents are aware of climate change (Market Analysis Survey 2008)
Ages 18 to 24 (95%); ages 25 to 45 (96%); ages 46 and above (86%) (Market Analysis Survey 2008)
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2. Previous climate change campaigns such as Climate Change Week 2008
by YTL Corporation Berhad and World Environment Day 2008 have
created a buzz on climate change that we can ride on. Since Malaysians
already show sufficiently high knowledge and positive attitudes towards
climate change, we can now focus our efforts on persuading behavioural
change instead.
3. There are many companies we can collaborate with that have identified
environmental concern as part of their Corporate Social Responsibility
program.
1.5.4 Threats
1. Message clutter from other local or global environmental issues campaigns
that may prevent our campaign from having a significant impact on the
target audience.
2. Opposition from traditional coal-fired energy providers.
1.6 Problem Statement
Inefficient household electricity consumption habits3 lead to unnecessary
carbon emission, which in turn, contributes to climate change.
1.7 Objectives
Based on the results of the Market Analysis Survey and Focus Group Interview,
one of the main problems identified is low consumer knowledge on correct electricitysaving practices despite a high awareness about climate change, and a willingness
to change for the better.
1.7.1 General Objective
To encourage and motivate householders to voluntarily reduce electricity
consumption.
1.7.2 Organizational Objective
To promote, ensure and sustain sound environmental management in
the process of nation building (Ministry of Natural Resources and
Environment 2008).
1.7.3 Marketing Objectives
To reduce household electricity consumption by 10%.
To stimulate demand for alternative energy-saving appliances.
1.7.4 Communication Objectives
3
Leaving appliances on standby mode, leaving lights on when not in use, excessive air conditioning,
continued usage of old appliances, etc. (Market Analysis Survey & Focus Group 208)
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To increase householders’ knowledge about correct electricity-saving
practices from 33% to 65%.
To set the mindset that climate change affects everyone and should be
addressed together.
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2.0 The Recommended Strategy
2.1 Target Audience
Bases for audience segmentation were identified as:
Demographics
Geographic
Psychographics
Benefits
2.1.1 Demographic
i. Primary audience
Teenagers and young adults aged 18 to 24.
Rationale: This age group consumed the most electricity with leisure appliances
such as computers, music players and television. They leave computers on for
days to download music and movies (Focus Group 2008). 73% of respondents
leave appliances on standby mode because they have an inaccurate perception
that standby mode conserves plenty of electricity (Market Analysis Survey 2008).
ii. Secondary audience
Adults aged 25 to 45.
Rationale: This age group consisted the second highest electricity users. 48%
leave appliances of standby mode because they thought standby mode saves
plenty of electricity (Market Analysis Survey).
2.1.2 Geographic
i. Kuala Lumpur (KL)
Rationale: KL is not only the largest city (1.6million people), but also the capital of
Malaysia. It is easiest to affect measurable change here because high exposures
to previous climate change projects have contributed to high awareness about
climate change4 among residents. Also, KL is an important education hub where
tertiary students aged 18 to 24 from around Malaysia gather5. This is an
opportunity to convert them so that they bring new electricity consumption
practices back to their respective hometowns.
2.1.3 Psychographics6
i. The Indies
The Indies mainly constitute teens, although they do stretch into the late 20s.
Although they come from different backgrounds, they have a strong and similar
4
Market Analysis showed that across all age groups, 86% of respondents are aware of climate
change.
5
25% of the KL population are students (DBKL 2008).
6
Identified from Focus Group Interview 2008.
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appreciation for art in various forms. The current youth culture holds a fascination
for individuality and leaving a legacy. Hence they appreciate non-mainstream
channels that promote freedom of expression such as online social networks,
underground bands such as Hujan.
All walks of life.
Individualistic.
Artsy.
Believe in making a difference.
ii. Nest-Makers
These include families with children, as well as young couples who are just
seeking to start a home. They constitute the working population. They are a
suitable audience as research7 shows that higher-income earners are more
aware and concern about climate change.
Middle to upper middle class.
Family oriented
Cost conscious.
Mainstream.
2.1.4 Benefits
i. Social Responsibility
ii. Economical
Rationale: Based in the Market Analysis Survey, respondents cited social
responsibility to create a better earth and increasing electricity tariffs as the main
motivations for them to make a change of habits. Still, social responsibility
appeared to be the main motivation across all age groups.
2.2 Strategies
Hence, the campaign is called “Unplug”
2.2.1 Trend setting
A significant amount of our survey respondents (86%) aged 18-24 said they are
aware of climate change and global warming and 95% are willing to make lifestyle
changes, but many do not switch appliances off when not in use because they
thought standby mode saves electricity. This indicates inaccurate knowledge
about electricity-saving practices. To communicate correct practice to this
particular group of people (The Indies), we have decided to use ‘trend setting’ as
an approach to plant the seeds of good electric consumption habit within them.
The challenge however, is to avoid making “Change Climate Change” a trend that
may appear “cheesy” or “lame”. At this stage, youths tend to be more cynical
towards advices.
With the rise of the Indie trend amongst youths, the campaign can ride on the
wave of this trend and communicate to “The Indies” with the right voice. Based on
observations among youth channels such as Facebook, Blogspot, Xanga and
7
AXA Retirement Scope Survey 2008 (NST Online 2008)
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such, there is high involvement among the Indies in art exhibitions, independent
entrepreneurship, Indie music gigs, etc. Such events can be a great channel to
disseminate messages of educating the correct practices to conserve electricity.
2.2.2 Social Networking
Social networking involves a group of individuals who share similar interests.
These networks are influential in changing one’s attitude and behaviour, and can
be used to communicate the intended message to the target audience at large. As
such, the communication plan will emphasize on online social networking, as
social sites such as blogs currently are prevalent. Social networks as nonmainstream media are especially popular and influential among the primary target
audience. Also, more and more people among the secondary audience have
begun using these media (Focus Group 2008). With millions of people engaged in
online socialization, this is a great avenue to efficient electricity usage. The
messages passed around within circles of friends and family will hopefully
influence individuals across the large city.
2.2.3 Strategic Partnerships
The execution of communication plans through a diverse channel will require
collaboration with other partners. These partnerships will include those who are
interested to carry out social responsibility to curb global warming. Partners will
work together at all stages of the communication plan to coordinate design and
promotion aspects. This involves collaboration with online websites to allow rollover motions to advertise the campaign, and to educate the target audience on
climate change and good electricity consumption practices. Also, to stimulate
demand for alternative energy-saving appliances, we will collaborate with
companies that sell energy-saving appliances to promote their products and sell
at a cheaper price.
2.2.4 Creative Strategy
Unplug Campaign
Unplug as the campaign name posts a dual meaning. Firstly it implies
switching off appliances when are not in use to save electricity.
Secondly, “unplug” refers to acoustic music which holds a special
appeal with a primary target audience.
Theme Line
Change of personal habit to curb climate change.
Tagline
“You Can Change Climate Change”
Key Visuals
The logo is a lightning bolt with the word unplug in it. The symbol
represents electricity.
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Appeal and Tone/ Manner
Light humour is selected as the appeal employed throughout all
communication materials. This is because individuals from different
age groups can easily relate to it. Subsequently, an informal tone is
used to encourage audience participation.
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3.0 Creative Ideas & Campaign Execution
3.1 Tactics
3.3.1 Event: “Go Acoustic”
“Go Acoustic” is an outdoor event that will be the held on June 7th 2009 which will
highlight of the Unplug campaign. It will run from 10 am to 6 pm at the KLCC Park.
A music based event is chosen because music is an important part of the primary
target audience’s lifestyle. The event name, “Go Acoustic” not only refers to the
main highlights which is acoustic music, it also implies the need for people to “go
acoustic” in life by reducing unnecessary use of electrical appliances. The main
idea of the event is an at-the-park carnival that promotes the reduction of
electricity usage. Instead of full-fledged bands, invited artistes will perform acoustic
pieces among the crowd busker-style. Held outside in the daytime, the event will
highlight the beauty of using sunlight as a clean source of energy. Other activities
for the event include:
Indie Brands Bazaar (Wondermilk, Bittersweet apparel, etc)
Live Acoustic performances by Various Indie Artists (Hujan, Lap Sap,
Carburettor Dung, Azmyl Yunor & the Sigarettes etc.)
Interactive activities by the organisers.
A screening of a climate change video entitled “Unplug: Or it all goes to
waste” during the event launch.
Food, drinks, mats and colourful umbrellas will be provided to create a picnic
ambience.
Light bulb exchange booth where guests exchange old light bulbs for
energy-saving ones.
Individuals who exchange light bulbs will immediately be included in a lucky
draw whereby 15 people will win CFC-free and energy-efficient fridges.
Contest where during the five months prior to the event, participants are
required to save electricity as much as possible. 50 households with the
highest reduction percentage in electricity consumption over the last five
months will win a RM200 subsidy in electricity bill for the next six months.
Winners will be determined by the electric bills that participants bring to the
event.
3.3.2 Roving Expeditions
Several teams (four members in each team) will make their rounding in their
respective target household areas within Kuala Lumpur city. Their tasks include
educating householders about the practices of conserving electricity and selling
energy-saving products. There will be educational games to play and freebies will
be given out to the spectators to attract them.
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These expeditions will take place prior to and after the Go Acoustic event.
Additional tasks to be conducted are listed below:
Pre-event
Conduct surveys on the electric bills of houses in the area during the
first month of the campaign, announce the upcoming “Go Acoustic”
event, and promote the contest.
Post-event
Conduct surveys on the electric bills for the last month of the campaign
in order to measure if objectives were achieved, and to determine the
effectiveness of the campaign.
3.3.3 Social Networking Websites
Online social sites are a cost effective way to promote the cause of the campaign.
Facebook
In Facebook8, the ‘Superpoke’ application is a crowd favourite which allows
users to send a virtual object or perform a virtual action with one another. A
trend can be started here by introducing Superpoke icons such as ‘switched
off the light’ or ‘will not leave his/her pc on standby mode’. As the Superpoke
icons circulate among users, they will create hype for the campaign and
maintain top-of-the-mind awareness about climate change among users. Apart
from that, a Facebook Group called UNPLUG can be used to built a
community that supports energy conservation. Facebook is selected as the
main channel to promote the Go Acoustic event. The success of previous
events such as KL Freeze9 that utilized Facebook as a core promotional
channel proves the credibility of this channel among the target audience.
Blogs
Blogs have developed enormous popularity among Malaysian city folks. This
campaign will collaborate with renowned Malaysian bloggers such as Kenny
Sia10, Jeff Ooi11 and Joyce Wong12 to communicate electricity efficiency
messages to their readers. Additionally, we will collaborate with Indie
entrepreneurs and performers as many of them also maintain popular blog
sites. Channels as these are important grassroots to gain credibility for the
campaign.
8
Approximately 26.6 million users per month visit Facebook. Between 2005 and 2006, visitors aged
25-34 increased by 181% (Diaz 2007).
9
KL Freeze, held on 13th April 2008, saw over a thousand strangers freezing in unison simply to
promote unity at Pavilion Shopping Centre in Kuala Lumpur.
10
kennysia.com
11
www.jeffooi.com
12
www.kinkybluefairy.net
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3.3.4 Official Partners
Philips
As the official electronics brand and main sponsor, Philips will be working on
promoting energy-saving appliances, as well as educating the target
audiences about the correct practice of conserving electricity. Philips is an
excellent partner to collaborate with because of its long list of philanthropic
activities in relation to environmental conservation. It is known as one of the
most environmentally aware corporations in the world with a policy record
dating back 30 years (Cheang 2008).
Wondermilk
As the official designers, they are an independent graphic design consultancy
with a large following amongst the Indies. They will design statement t-shirts
that will spark a trend among the target audiences especially the “Indies”.
8TV
8TV is a television channel semi-owned by the Malaysian Government via
Media Prima Berhad. With 8TV as the campaign’s official television partner,
the campaign will maximise screen frequency during the 8TV Quickie, a 15minute live programme between 11.30pm to 11.45pm and hosted by popular
icons such as Aishah Sinclair, Belinda Chee, Razif Hashim, Rina Omar and
Phat Fabes on weekday nights. The Quickie, which is slotted in between
shows that rate high among the target audience (Focus Group 2008), features
sneak previews of the upcoming movies, games to win prizes, latest
happenings in town and special guests. Clad in t-shirts designed by the official
designer partners, the hosts will promote the campaign and announce
upcoming campaign activities. The 8TV quickie hosts will also be hosting the
“Go Acoustic” event.
Fly FM
Fly Fm, a radio channel owned by Media Prima is selected as the official radio
partner. It is a popular channel among the target audience. Although we will
buy airtime for our radio advertisements, the DJs will casually promote the
campaign and its causes during talksets.
KLue
As the official medium for magazine, KLue publishes news that covers the
people, place and events on both web site and monthly magazine. They will
cover the activities throughout the six-month campaign. Also, t-shirts designed
by the official design partners as well as the educational electricity- efficiency
will be featured in the KLue magazine and web site.
2.3.5 Media
Primary research data after gathered from survey results conducted for this
campaign, target market shows that the target audiences for this campaign is
exposed to different media in their daily lives. The media strategy consists of
various types of media such as:Page 13 of 48
Television: 8TV Quickie (30 sec advertisement)
Radio: Fly FM (30 sec adevertisement)
Point-of-Purchase (POP; LRT tickets, stickers)
Poster (A3)
Internet: Facebook and blogs
3.2 Media
2.4.1 Media Rationale
i. Television – 8tv Quickie
Television is said to be one of the most effective and intrusive media to with its
combination of movement, sight, and sound (Barban et. al, 1993). Using 8TV
Quickie as a channel to communicate will be an opportune avenue to reach the
target audience about electricity consumption as our selected target audiences are
highly exposed to the medium. 8TV Quickie will also convey the message in a
suitable voice that matches the tone of our communication messages. We should
take advantage of using the hosts of 8TV to hype the campaign, as they are our
official TV station.
ii.
Radio
Fly FM will be our official Radio station as it is from the same media group (Media
Prima). Messages conveyed through the radio station should reach our selected
target audiences during peak hours (6am – 10am & 4pm- 8pm). During these peak
hours, the target audiences will be exposed to the advertisement while going to
and from work. Thus, when they listen to the jingle, they will be inspired by being
informed of practices that should be taken to save electricity. By airing the jingle,
will give us a higher possibility of them remembering it because it has a fun
appeal, tone and manner.
iii.
Internet Media
During the course of the campaign, social networking will be used, including
Facebook Group Profiles, roll-over motions on MSN and working with influential
bloggers that use Blogspot. Based on our survey, most respondents spend a lot of
time on the Internet. With the rage of social networks these days, we should be
able to grab the target audience’s attention, thus conveying the message across to
them.
iv.
Supplementary Media: LRT Tickets, poster, stickers
These supplementary media is a great way to create top- of- the mind awareness
as they are low cost and have high frequencies among audiences. Also, its
physical form lets audiences engage with the campaign’s efforts in informing
correct practices of saving electricity consumption.
The Rapid KL’s LRT tickets contain headlines that encourage audiences to read
the flip side of the ticket; which in turn tells them how to save electricity correctly.
Posters will be pasted at popular hang out spot where teenagers and young adults
usually spend like Starbucks, shopping malls and train stations.
Although stickers do not inform its target audiences much, it does create “buzz”
and awareness amongst the target audiences.
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3.3 Media & Activity Schedule
January to June 2009
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3.4 Creative Materials
Please refer to Appendix.
3.4 Budget
Total Budget Given: RM 817,50013
Please refer to appendix for detailed budget calculations.
Total Budget
Television Total
Radio Total
: RM 138,336
: RM 104,544
Roving Expedition
: RM 50,000
Supplementary
: RM 190,500
Event
Miscellaneous
: RM 270,440
: RM 50,000
Contingency
: RM 13,680
Total Budget
: RM 817,500
Allocated Budget for Promotional Plan = RM 817,500
(6months)
13
Converted from US$250,000 based on a conversion rate of 3.27 as of 16 June 2008.
Page 16 of 48
4.0 Expected Results
4.1 Measurements & Evaluation
4.1.1 Measuring Campaign Objectives
i. Marketing Objectives
To reduce household electricity consumption by 10%.
At the beginning of the campaign, the Roving Expeditions will enter housing
areas and conduct surveys of electrical bills from households in the area. At
the close of the campaign, the teams will repeat the same procedure to
tabulate the difference in electrical bills over the campaign duration. An
average reduction percentage in electricity bills will then be tabulated to
measure against the 10% benchmark to see if the objective is reached.
To stimulate demand for alternative energy-saving appliances.
The campaign organizers will work hand in hand with the official electrical
appliance partner, Philips to determine if there is an increase in sales for
Philips energy-saving appliances.
ii. Communication Objectives
To increase householders’ knowledge about correct electricitysaving practices from 33% to 65%.
To set the mindset that climate change affects everyone and
should be addressed together.
A survey will be conducted and the results will be measured against the
Market Analysis Survey done prior to the campaign.
4.1.2 Methodology
i. Market Analysis Survey
A market analysis survey was conducted among 210 random residents of
Kuala Lumpur to understand the knowledge, attitudes and behaviours of
respondents towards climate change, carbon emission and electricity usage,
as well as their media consumption habits.
ii. Focus Group Interview
Once the primary and secondary target audiences had been identified, a
focus group interview was conducted. Ten Kuala Lumpur residents aged 18 to
45 were randomly selected to participate. Information gathered from this
interview served in strategy, channel and message selection.
ii.
Observation
To understand the current youth culture, the contents of popular youth
channels such as Facebook, MySpace, and Blogspot were observed.
As for events, the methods below can be used;
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i. Head-count
The number of guests who attend Go Acoustic can be calculated from the
number of umbrellas given out as door gifts.
ii. Feedback
Evaluation forms will be distributed to the ‘Go Acoustic’ guests to find out
the strong and weak points of the event.
iii. Survey
Survey on electrical bills will be conducted by the roving teams at the
designated household areas in the first and last month of the campaign.
iv. Media coverage
Media monitoring will be carried out through news clipping to measure the
amount of coverage of the campaign.
v. Internal evaluation
The organisers will conduct an internal post-campaign evaluation to
determine the success
4.2 Conclusion
The Market Analysis Survey revealed many opportunities to which the client can
take advantage off. By devising a well-planned strategy and creative
communication materials, it is possible to achieve the pre-determined objectives.
Essentially, the key to overcoming climate change issues at a household level, is
to target the biggest contributors to the problem in a way that can appeal to them.
Page 18 of 48
5.0 Bibliography
Asia Energy Revolution 2005, “About Climate Change” Greenpeace, viewed on 2nd June
2008, <http://www.greenpeace.org/china/en/campaigns/stop-climate-change/ourwork/asia-clean-energy-revolution-tour/faq/climate-change>.
Barban, Arnold M. Cristol, Steven M. Kopec, Frank J. 1993. Essentials of Media Planning.
USA: McGraw-Hill Companies.
Bonn 2008, “United Nations Framework Convention on Climate Change” UNFCCC,
viewed on 2nd June 2008, < http://unfccc.int/2860.php >.
Cheang M 2008, “Philips aims to improve the world” The Star Online, viewed on 3rd
June 2008,
<http://thestar.com.my/lifestyle/story.asp?file=/2008/4/15/lifefocus/20841425&se
c=lifefocus >.
DBKL 2008, Kuala Lumpur 2020 City Plan, viewed on 3rd June 2008,
http://klcityplan2020.dbkl.gov.my/eis/?page_id=289.
Department of Environmental 2008, “Environmental Pollution” Ministry of Natural Resources
and Environment, viewed on 2nd June 2008, <http://www.doe.gov.my/ >.
Diaz 2007, “Facebook Popularity Soars” Washingtonpost.com, viewed on 3rd June
2008,
<http://blog.washingtonpost.com/posttech/2007/07/facebook_popularity_f
or_better.html>.
Malaysian Energy Centre 2008, “Energy Smart”, viewed 4th June 2008,
<http://www.ptm.org.my/division/download/Energy_Smart/EnergySmart%2021.pdf>.
Selva, James. 2006. Media Guide 2006. Kuala Lumpur: Perception Media.
The Associated Press 2007, “Malaysian growth of carbon emissions highest in the world,
says UN” International Herald Tribune, viewed on 2nd June 2008,
Page 19 of 48
<http://www.iht.com/articles/ap/2007/11/29/asia/AS-GEN-Malaysia-ClimateChange.php >.
The AXA Retirement Scope Survey 2008, “Malaysians care about climate change” NST
Online, viewed on 2nd June 2008,
<http://www.nst.com.my/Wednesday/National/2214623/Article/index_html >.
Wilcox, DL & Cameron GT 2006, “Public relations: strategies and tactics”, 8th edn, Pearson,
United States of America.
Kotler, P, Armstrong G, Swee, HA, Siew, ML, Chin, TT & Tse, DK 2005, “Principles of
marketing: an Asian perspective”, Pearson, Singapore.
Page 20 of 48
6.0 Appendix
Creative
Media Budget Calculations
Press Release
Methodology
Survey & Results
Page 21 of 48
Creative
Page 22 of 48
Creative
TV Board
Page 23 of 48
Page 24 of 48
Radio Scripts
Radio Advertisement One
SFX: Lights switch on and off.
SFX: Blender switches on and off on tempo. The repeated sound creates a jingle
– like
beat. Sounds stop.
Anncr: Up to 20% of electricity is wasted at home when you leave computers
and other
appliances on “standby” mode. Electricity wastage causes unnecessary
carbon
emission which leads to climate change.
So, if you think you’re saving power on “standby”, you’re not.
Go unplugged – You can change climate change.
------------------------------------------------- break --------------------------------------------------
Radio Advertisement Two
SFX: Lights switch on and off.
SFX: Oven and microwave dings.
SFX: Blender switches on and off on tempo. The repeated sound creates a jingle
– like
beat. Sounds stop.
Anncr: Up to 20% of electricity is wasted at home when you leave computers
and other
appliances on “standby” mode. Electricity wastage causes unnecessary
carbon
emission which leads to climate change.
Unplug your appliances, go outdoors and soak up the goodness of
nature.
Go unplugged – You can change climate change.
Page 25 of 48
Poster 1
Poster 2
LRT Tickets
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Facebook Icons
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Budget Calculations
Page 30 of 48
Budget
Total Budget Given: RM 817,50014
1. Media
a) Television commercial (8TV)
RM 4,323 x 2 Slots (per day) = RM 8,646 (per day)
RM 8,646 x 2 days (per week) = RM 17, 292 (per week)
RM 17, 292 x 8 weeks = RM 138,336
Grand Total: RM 138,336
b) Radio advertising (Fly FM)
Fly FM 20 sec = 484 x 8 times/ day = RM 3,872
3 days a week
6am – 10am = 4times (hourly)
4pm – 8pm = 4 times (hourly)
8 times
RM 484 x 8 times = RM 3872.00 (per day)
RM 3872 x 3 days a week = RM 11, 616.00 (1 week)
RM 11,616.00 x 9 weeks = RM 104, 544
Grand Total: RM 104, 544
14
Converted from US$250,000 based on a conversion rate of 3.27 as of 16 June 2008.
Page 31 of 48
c) Supplementary Advertising
Putra LRT train ticket
Putra LRT train ticket sponsorship (minimum = 1 month)
= RM 30,000 (estimated rate)
6 months
= RM 180,000
Total: RM 180,000
Posters
10,000 copies x 0.50 cents = RM 5,000
Total: RM 5,000
Roll Over Motions
1 week = RM 3,500
Total: RM 3,500
Stickers
1 A4 pcs = RM 0.20
10,000 A4 pcs = RM 2,000
Total: RM 2,000
Grand Total: RM 190,500
Page 32 of 48
2. Events
a. Roving Expeditions
Expenses for this will be sponsored by our official partners – 8TV and Fly FM
- T-shirt giveaways
1 T-shirt = RM 20.00
2,500 T-shirt x RM 20.00 = RM 50,000
Grand Total: RM 50,000
b. “Go Acoustic” Event
-
Venue (KLCC Park)
1 day (8hours) (Personal Interview, 2008)
-
-
Logistics (Props and technical)
Props (Decoration) Umbrellas and mats
- RM 25,000
Technical
- RM 5,000
Tents
12 Booths x RM 120 (per unit)
-
- RM 1,440
Security
2 Teams (5 members) x RM 300 per person
-
- RM 1,500
Crews
4 teams (10 members each) x RM 500 per person
-
- RM 50, 000
- RM 5,000
Competition Prizes
Electrical bill subsidies
- RM 60,000
“Exchange old for new” Lucky Draw prizes
- 15 CFC Free Fridges
-
- RM 22,500
Food & Beverages
Bottled mineral water & food
- RM 100,000
Grand Total: RM 270,440
Miscellaneous expenses
- RM 50,000
Contingency planning
- RM 13,680
Page 33 of 48
Total Budget
Television
: RM 138,336
Radio
: RM 104,544
Roving Expeditions
: RM 50,000
Supplementary
: RM 190,500
Go Acoustic
: RM 270,440
Miscellaneous
: RM 50,000
Contingency
: RM 13,680
Total Budget
: RM 817,500
Allocated Budget for Promotional Plan = RM 817,500
(6months)
Page 34 of 48
Press Release
Page 35 of 48
Unplug Press Release
Ms. Hilyah Mohd Rafick
FOR IMMEDIATE RELEASE
Office Tel: 603 2277 5599
Cell Phone: 6012 8394 9988
Email: [email protected]
UNPLUG CAMPAIGN TO CHANGE CLIMATE CHANGE
You Can Change Climate Change
In line with our responsibility to change climate change, the Malaysian Ministry of Natural
Resources and Environment seeks to conduct a six- month communication campaign at
reducing household electricity consumption.
Climate change refers to change in the earth’s climate conditions in terms of temperature,
wind pattern and precipitation among others, which triggers extreme weather conditions such
as heat waves, droughts, floods and typhoons. These implications affect mankind both
economically and socially in enormous magnitudes because of the deaths and destruction
they bring. These extremities kill approximately 150, 000 annually. Reduction of soil fertility
and agriculture output, rapid spread of diseases like malaria and contaminated fresh water
supplies are just some of the consequences of extreme weather conditions.
Among some of our objectives are to:
-
reduce Household electricity consumption by 10%
-
educate the audience on how to conserve energy
Come join us for our event: Go Acoustic Unplug for a brighter tomorrow
Day: 7th June 2009
Time: 10am – 6pm
Venue: KLCC Park
For more information, please feel free to contact Ms. Hilyah Mohd Rafick
at 603 2277 5599 for the office or 6012 8394 9988 on her personal cell. Thank you for your
friendly cooperation.
Page 36 of 48
Methodology
Page 37 of 48
Methodology for Primary Research
Market Analysis Survey
A market analysis survey was conducted among 210 random residents of Kuala
Lumpur to understand the knowledge, attitudes and behaviours of respondents
towards climate change, carbon emission and electricity usage, as well as their media
consumption habits.
Focus Group Interview
Once the primary and secondary target audiences had been identified, a focus group
interview was conducted. Ten Kuala Lumpur residents aged 18 to 45 were randomly
selected to participate. Information gathered from this interview served in strategy,
channel and message selection.
Observation
To understand the current youth culture, the contents of popular youth channels such
as Facebook, MySpace, and Blogspot were observed.
Page 38 of 48
Survey & Results
Page 39 of 48
Survey
Climate Change
We are final year students of Bachelor of Communication from Taylor’s School of
Communication. As part of our course requirement, we are conducting a survey to
help us complete a Promotional Plan for a climate change campaign. Your cooperation
in providing us the following information is much appreciated.
I understand that the information provided here is for academic purposes and will be kept
confidential. I will not hold the researches liable for using this information in their project.
Please sign here:
Please tick which is one.
Age:
18-24
25-45
46 and above
Gender:
Female
Male
Monthly
RM0-100
RM101-200
RM201-300
RM 300 and above
Electrical Bill:
1. Do you leave the lights on even when no one is in the room?
Yes
No
2. Do you leave your computers/TV/air conditioner or other electrical appliances: ………
………… on ‘Stand-by’ or ‘Sleep’ mode when not in use?
Yes
No
Page 40 of 48
3. Do you think of conserving electricity before turning on the air conditioner or other
electrical appliances?
Yes
No
4. Are you aware of climate change?
Yes
No
5. Are you also aware of the consequences of climate change?
Yes
No
Unsure
6. How does carbon emission contribute to climate change?
Excessive carbon hinders air circulation, hence leading the diseases like asthma.
Carbon dioxide traps heat within the atmosphere, hence increasing earth’s
temperature drastically.
Excessive carbon dioxide reacts with clouds, changing cloud structures and
resulting in hurricanes.
Page 41 of 48
7. What do you think you can do to decrease carbon emission?
8. Are you willing to make changes to your lifestyle to save energy?
Yes
No
If yes, which of these will most encourage you to begin using electricity efficiently?
Social responsibility to create a better environment
Rise in electricity tariff, fuel prices etc
Cheaper renewable energy (solar electricity)
Others, please specify:
Please tick more than one if applicable.
9. If you are aware of climate change, what has prevented you from changing your
electricity consumption habits?
I’m too lazy to keep turning the switch on and off.
I always thought standby mode conserves plenty of electricity.
There are other people out there making a difference. One person doesn’t matter.
Others, please specify:
10. Which newspapers do you usually read?
□
The Star
□
Sin Chew Jit Poh
□
The New Straits Times
□
Nanyang Siang Pau
□
The Sun
□
Tamil Nesan
□
The Malay Mail
□
Malaysia Nanban
Page 42 of 48
□
Berita Harian
□
Utusan Melayu
□
Others: ___________________
11. Which radio station do you listen to?
□
Mix.fm
□
Era.fm
□
Light and Easy
□
Hot.fm
□
Traxx.fm
□
My
□
Hitz.fm
□
Others: ___________
□
Fly.fm
Page 43 of 48
12. Which television stations do you watch?
Astro
National TV
□
□
Family(Ria, Vaanavil,
□ TVPrima,
2
TV 1
□
□
Hallmark, etc)
□ 8TV
NTV 7
Dynasty-(Wah Lai Toi, TVBS,
□
□
Fun-(Disney,
Nickelodeon,
TV 3
□
□
Cartoon Network etc)
TV 9
Variety-(Star World, MTV,
Channel V)
Pheonix, etc)
□
Movies-(HBO, Cinemax and Star
□
Super Sports)
Movies)
□
Sports-( ESPN, Star Sports, Astro
Learning-(Discovery, Animal
□
News-( Al-Jazeera, CNN, CNBC,
etc)
Planet, Nat Geographic)
13. How much time do you spend surfing the net in a day?
□
0-1 hour
□
2-3 hours
□
4-5 hours
□
5 hours and
above
- End -
Page 44 of 48
Survey Results
Ages 18-24
1. 77% do not leave lights on when no one is in the room.
2.
27% do not leave appliances on standby mode.
73% leave appliances on standby mode.
3. 59% think of conserving electricity before using the air conditioner or other appliance.
4. 86% say they are aware of climate change.
5. 68% say they are aware of the consequences of climate change.
6. 86% correctly identified how carbon emission contributes to climate change and its
consequences.
7. 95% are willing to change their lifestyles to save energy.
45% say cheaper renewable energy will most encouraged them to use electricity
efficiently.
45% say social responsibility will most encourage them to use electricity efficiently
5% say the rise in electricity tariff and fuel prices will most encourage them to use
electricity efficiently.
8. 36% always thought standby mode conserves plenty of electricity.
27% are too last to keep turning switches on and off.
27% stated other reasons for not changing their electricity consumption habits
9% depend on other people out there to make a difference. One person doesn’t matter
9. 32% spend 2-3 hours surfing the net a day.
27% spend 4-5 hours surfing the net a day.
23% spend 5 hours and above surfing the net a day.
Page 45 of 48
18% spend 0-1 hour of surfing the net a day.
Survey results
Ages 25 – 45
1. 74% do not leave lights on when no one is in the room.
2. 52% do not leave appliances on standby mode.
48% leave appliances on standby mode.
3. 78% think of conserving electricity before using the air conditioner or other appliances.
4. 87% say they are aware of climate change.
5. 78% say they are aware of the consequences of climate change.
6. 70% correctly identified how carbon emission contributes to climate change and its
consequences.
7. 96% are willing to change their lifestyles to save energy.
□
43% say cheaper renewable energy will most encouraged them to use electricity
efficiently.
□
30% say social responsibility will most encouraged them to use electricity efficiently.
□
26% say the rise in electricity tariff and fuel prices will most encouraged them to
use electricity efficiently.
8. 30% always thought standby mode conserves plenty of electricity.
30% stated other reasons for not changing their electricity consumption habits.
17% are too lazy to keep turning switches on and off.
13% depend on other people out there to make a difference. One person doesn’t matter.
9. 48% spend 2-3 hours surfing the net a day.
22% spend 0-1 hour of surfing the net a day.
17% spend 4-5 hours surfing the net a day.
13% spend 5 hours and above surfing the net a day.
Page 46 of 48
Survey results
Ages 46 and above
1. 71% do not leave lights on when no one is in the room.
2.
62% do not leave appliances on standby mode.
38% leave appliances on standby mode.
3. 58% think of conserving electricity before using the air conditioner or other appliance.
4. 86% say they are aware of climate change.
5. 86% say they are aware of the consequences of climate change.
6. 57% correctly identified how carbon emission contributes to climate change and its
consequences.
7. 86% are willing to change their lifestyles to save energy.
43% say social responsibility will most encourage them to use electricity efficiently
38% say cheaper renewable energy will most encouraged them to use electricity
efficiently.
10% say other reasons.
5% say the rise in electricity tariff and fuel prices will most encourage them to use
electricity efficiently.
8. 43% stated other reasons for not changing their electricity consumption habits
33% always thought standby mode conserves plenty of electricity.
19% are too last to keep turning switches on and off.
10% depend on other people out there to make a difference. One person doesn’t matter
Page 47 of 48
9. 52% spend 0-1 hour of surfing the net a day.
29% spend 2-3 hours surfing the net a day.
Page 48 of 48