Malay Taylor Red Ant

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The MAA Worldwide 2008 Global Academic Challenge

School : Taylors College Petaling Jaya

A4-102, Level 1, Block A4, LeisureCommerce 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 LeeBenjamin Henry TeohLeanne Wong Lai-YinStephanie Mill a/p Sasoo

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Contents Page

1.0 Overview & Promotion Marketing Objectives

1.1 The Client1.2 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

3

2.0 The Recommended Strategy

2.1Target Audience

2.2Strategies

7

3.0 Creative Ideas & Campaign Execution

2.3Tactics

3.1Media

3.2Media and Activities Schedule

3.3Creative Materials

3.4Budget

11

4.0 Expected Results

4.1Measurements & Evaluation

4.2Conclusion

17

5.0 Bibliography 18

6.0 Appendix 20


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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 communicationcampaign aimed at reducing household electricity consumption.

1.2 What is Climate Change?

Climate change refers to change in the earths climate conditions in terms oftemperature, wind pattern and precipitation among others, which triggers extremeweather conditions such as heat waves, droughts, floods and typhoons. Theseimplications affect mankind both economically and socially in enormous magnitudesbecause of the deaths and destruction they bring. These extremities killapproximately 150 000 annually. Reduction of soil fertility and agriculture output,

rapid spread of diseases like malaria and contaminated fresh water supplies are justsome 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) inthe earths atmosphere prevents the heat release via the planets naturaltemperature-control system. As more heat is trapped, the earth temperature risesdrastically, 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 togenerate energy in order to meet the demands of globalization (Greenpeace Org.2008).

The client has identified households as the most opportune area to reduce CO2emission in the short-term, as up to 20% of all household electricity is being wastedby inefficient usage

1.4 The Local Situation

98% of Malaysias electricity was generated through the burning of fossil fuelsas of 2005 (Malaysia Energy Centre 2008). Between 1990 to 2004, Malaysian carbonemission rates increased by 221%, making the country the 26th largest emitter ofgreenhouse gasses in the world, with the highest growth rate among the worlds top30 CO2 emitters (Associated Press 2007).

In December 2006 and 2006 and January 2007, the Malaysia experienceddevastating monsoon floods, a consequence of climate change. Recognising theadverse impacts of climate change, the Malaysian government is determined toexercise its responsibility to curb it.

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At a global level, Malaysias participation in climate change projects includes:

The Sydney Declarationo APEC (Asia-Pacific Economic Cooperation) countries commit to

improve energy efficiency by at least 25 per cent by 2030 (ABC News2007).

Kyoto Protocolo 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 (MalaysiaBuilding Integrated Photovoltaic Project), which allows Malaysians to install solarelectricity generators at high discount (UNDP Malaysia 2007).

The market situation in Malaysia in light of a climate change campaign issummarised 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 warmingamongst the general public1 as Malaysian city folk have been repeatedlyexposed to climate change efforts.

2. Across all age groups, Malaysians indicated a high willingness to changetheir habits2 to curb climate change.

3. More and more companies are geared towards tackling climate change aspart of their Corporate Social Responsibility programs.

1.5.2 Weaknesses

1. Across all age groups, inaccurate knowledge about energy-savingpractices rated highest when placed against other reasons why Malaysiansdid not use electricity efficiently.

2. A significant portion of Malaysians believe Malaysia is not a majorcontributor of carbon emission. Among those who acknowledged carbonemission as a problem, more than 75% blamed industries and companiesfor it (AXA Retirement Scope Survey 2008). Hence, they are not pressuredby 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 factorfor the public to consider switching to renewable energy.

1 86% of respondents are aware of climate change (Market Analysis Survey 2008)2 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 2008by YTL Corporation Berhad and World Environment Day 2008 havecreated a buzz on climate change that we can ride on. Since Malaysiansalready show sufficiently high knowledge and positive attitudes towardsclimate change, we can now focus our efforts on persuading behaviouralchange instead.

3. There are many companies we can collaborate with that have identifiedenvironmental concern as part of their Corporate Social Responsibilityprogram.

1.5.4 Threats

1. Message clutter from other local or global environmental issues campaignsthat may prevent our campaign from having a significant impact on thetarget audience.

2. Opposition from traditional coal-fired energy providers.

1.6 Problem Statement

Inefficient household electricity consumption habits3 lead to unnecessarycarbon 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 electricity-saving practices despite a high awareness about climate change, and a willingnessto change for the better.

1.7.1 General Objective

To encourage and motivate householders to voluntarily reduce electricityconsumption.

1.7.2Organizational Objective

To promote, ensure and sustain sound environmental management inthe process of nation building (Ministry of Natural Resources andEnvironment 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-savingpractices from 33% to 65%.

To set the mindset that climate change affects everyone and should beaddressed together.

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2.0 The Recommended Strategy

2.1 Target Audience

Bases for audience segmentation were identified as:

DemographicsGeographicPsychographicsBenefits

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 appliancessuch as computers, music players and television. They leave computers on fordays to download music and movies (Focus Group 2008). 73% of respondentsleave appliances on standby mode because they have an inaccurate perceptionthat 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 savesplenty of electricity (Market Analysis Survey).

2.1.2Geographic

i. Kuala Lumpur (KL)

Rationale: KL is not only the largest city (1.6million people), but also the capital ofMalaysia. It is easiest to affect measurable change here because high exposuresto previous climate change projects have contributed to high awareness aboutclimate change4 among residents. Also, KL is an important education hub where

tertiary students aged 18 to 24 from around Malaysia gather5. This is anopportunity to convert them so that they bring new electricity consumptionpractices 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 climatechange.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 fascinationfor individuality and leaving a legacy. Hence they appreciate non-mainstreamchannels 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 justseeking to start a home. They constitute the working population. They are asuitable audience as research7 shows that higher-income earners are moreaware and concern about climate change.

Middle to upper middle class.Family orientedCost conscious.Mainstream.

2.1.4 Benefits

i. Social Responsibilityii. Economical

Rationale: Based in the Market Analysis Survey, respondents cited social

responsibility to create a better earth and increasing electricity tariffs as the mainmotivations for them to make a change of habits. Still, social responsibilityappeared 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 areaware of climate change and global warming and 95% are willing to make lifestylechanges, but many do not switch appliances off when not in use because theythought standby mode saves electricity. This indicates inaccurate knowledgeabout electricity-saving practices. To communicate correct practice to thisparticular group of people (The Indies), we have decided to use trend setting asan approach to plant the seeds of good electric consumption habit within them.The challenge however, is to avoid making Change Climate Change a trend thatmay appear cheesy or lame. At this stage, youths tend to be more cynicaltowards advices.

With the rise of the Indie trend amongst youths, the campaign can ride on thewave of this trend and communicate to The Indies with the right voice. Based onobservations 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, independententrepreneurship, Indie music gigs, etc. Such events can be a great channel todisseminate messages of educating the correct practices to conserve electricity.

2.2.2Social Networking

Social networking involves a group of individuals who share similar interests.These networks are influential in changing ones attitude and behaviour, and canbe used to communicate the intended message to the target audience at large. Assuch, the communication plan will emphasize on online social networking, associal sites such as blogs currently are prevalent. Social networks as non-mainstream media are especially popular and influential among the primary targetaudience. Also, more and more people among the secondary audience havebegun using these media (Focus Group 2008). With millions of people engaged inonline socialization, this is a great avenue to efficient electricity usage. Themessages passed around within circles of friends and family will hopefullyinfluence individuals across the large city.

2.2.3 Strategic Partnerships

The execution of communication plans through a diverse channel will requirecollaboration with other partners. These partnerships will include those who areinterested to carry out social responsibility to curb global warming. Partners willwork together at all stages of the communication plan to coordinate design andpromotion aspects. This involves collaboration with online websites to allow roll-over motions to advertise the campaign, and to educate the target audience onclimate change and good electricity consumption practices. Also, to stimulatedemand for alternative energy-saving appliances, we will collaborate with

companies that sell energy-saving appliances to promote their products and sellat a cheaper price.

2.2.4 Creative Strategy

Unplug Campaign

Unplug as the campaign name posts a dual meaning. Firstly it impliesswitching off appliances when are not in use to save electricity.Secondly, unplug refers to acoustic music which holds a specialappeal 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 symbolrepresents electricity.

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Appeal and Tone/ Manner

Light humour is selected as the appeal employed throughout allcommunication materials. This is because individuals from different

age groups can easily relate to it. Subsequently, an informal tone isused 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 willhighlight 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 primarytarget audiences lifestyle. The event name, Go Acoustic not only refers to themain highlights which is acoustic music, it also implies the need for people to goacoustic in life by reducing unnecessary use of electrical appliances. The mainidea of the event is an at-the-park carnival that promotes the reduction ofelectricity usage. Instead of full-fledged bands, invited artistes will perform acousticpieces among the crowd busker-style. Held outside in the daytime, the event willhighlight 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 towaste during the event launch.

Food, drinks, mats and colourful umbrellas will be provided to create a picnicambience.

Light bulb exchange booth where guests exchange old light bulbs forenergy-saving ones.

Individuals who exchange light bulbs will immediately be included in a luckydraw whereby 15 people will win CFC-free and energy-efficient fridges.

Contest where during the five months prior to the event, participants arerequired to save electricity as much as possible. 50 households with the

highest reduction percentage in electricity consumption over the last fivemonths 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 theevent.

3.3.2Roving Expeditions

Several teams (four members in each team) will make their rounding in theirrespective target household areas within Kuala Lumpur city. Their tasks includeeducating householders about the practices of conserving electricity and selling

energy-saving products. There will be educational games to play and freebies willbe 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 Acousticevent, and promote the contest.

Post-event

Conduct surveys on the electric bills for the last month of the campaignin order to measure if objectives were achieved, and to determine theeffectiveness 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 allowsusers to send a virtual object or perform a virtual action with one another. Atrend can be started here by introducing Superpoke icons such as switchedoff the light or will not leave his/her pc on standby mode. As the Superpokeicons circulate among users, they will create hype for the campaign andmaintain top-of-the-mind awareness about climate change among users. Apartfrom that, a Facebook Group called UNPLUG can be used to built acommunity that supports energy conservation. Facebook is selected as the

main channel to promote the Go Acoustic event. The success of previousevents such as KL Freeze9 that utilized Facebook as a core promotionalchannel proves the credibility of this channel among the target audience.

Blogs

Blogs have developed enormous popularity among Malaysian city folks. Thiscampaign will collaborate with renowned Malaysian bloggers such as KennySia10, Jeff Ooi11 and Joyce Wong12 to communicate electricity efficiencymessages to their readers. Additionally, we will collaborate with Indieentrepreneurs and performers as many of them also maintain popular blog

sites. Channels as these are important grassroots to gain credibility for thecampaign.

8 Approximately 26.6 million users per month visit Facebook. Between 2005 and 2006, visitors aged25-34 increased by 181% (Diaz 2007).9KL 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.com11 www.jeffooi.com12 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 onpromoting energy-saving appliances, as well as educating the target

audiences about the correct practice of conserving electricity. Philips is anexcellent partner to collaborate with because of its long list of philanthropicactivities in relation to environmental conservation. It is known as one of themost environmentally aware corporations in the world with a policy recorddating back 30 years (Cheang 2008).

Wondermilk

As the official designers, they are an independent graphic design consultancywith a large following amongst the Indies. They will design statement t-shirtsthat will spark a trend among the target audiences especially the Indies.

8TV

8TV is a television channel semi-owned by the Malaysian Government viaMedia Prima Berhad. With 8TV as the campaigns official television partner,the campaign will maximise screen frequency during the 8TV Quickie, a 15-minute live programme between 11.30pm to 11.45pm and hosted by popularicons such as Aishah Sinclair, Belinda Chee, Razif Hashim, Rina Omar andPhat Fabes on weekday nights. The Quickie, which is slotted in betweenshows that rate high among the target audience (Focus Group 2008), featuressneak previews of the upcoming movies, games to win prizes, latesthappenings in town and special guests. Clad in t-shirts designed by the officialdesigner partners, the hosts will promote the campaign and announceupcoming campaign activities. The 8TV quickie hosts will also be hosting theGo Acoustic event.

Fly FM

Fly Fm, a radio channel owned by Media Prima is selected as the official radiopartner. It is a popular channel among the target audience. Although we willbuy airtime for our radio advertisements, the DJs will casually promote thecampaign and its causes during talksets.

KLue

As the official medium for magazine, KLue publishes news that covers thepeople, place and events on both web site and monthly magazine. They willcover the activities throughout the six-month campaign. Also, t-shirts designedby the official design partners as well as the educational electricity- efficiencywill be featured in the KLue magazine and web site.

2.3.5Media

Primary research data after gathered from survey results conducted for thiscampaign, target market shows that the target audiences for this campaign isexposed to different media in their daily lives. The media strategy consists ofvarious types of media such as:-

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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 QuickieTelevision is said to be one of the most effective and intrusive media to with itscombination of movement, sight, and sound (Barban et. al, 1993). Using 8TVQuickie as a channel to communicate will be an opportune avenue to reach thetarget audience about electricity consumption as our selected target audiences arehighly exposed to the medium. 8TV Quickie will also convey the message in asuitable voice that matches the tone of our communication messages. We shouldtake advantage of using the hosts of 8TV to hype the campaign, as they are ourofficial TV station.

ii. RadioFly FM will be our official Radio station as it is from the same media group (MediaPrima). Messages conveyed through the radio station should reach our selectedtarget audiences during peak hours (6am 10am & 4pm- 8pm). During these peakhours, the target audiences will be exposed to the advertisement while going toand from work. Thus, when they listen to the jingle, they will be inspired by beinginformed 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 funappeal, tone and manner.

iii. Internet Media

During the course of the campaign, social networking will be used, includingFacebook Group Profiles, roll-over motions on MSN and working with influentialbloggers that use Blogspot. Based on our survey, most respondents spend a lot oftime on the Internet. With the rage of social networks these days, we should beable to grab the target audiences attention, thus conveying the message across tothem.

iv. Supplementary Media: LRT Tickets, poster, stickers

These supplementary media is a great way to create top- of- the mind awarenessas they are low cost and have high frequencies among audiences. Also, itsphysical form lets audiences engage with the campaigns efforts in informingcorrect practices of saving electricity consumption.

The Rapid KLs LRT tickets contain headlines that encourage audiences to readthe 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 adultsusually spend like Starbucks, shopping malls and train stations.

Although stickers do not inform its target audiences much, it does create buzzand 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 : RM 138,336

Radio Total : RM 104,544

Roving Expedition : RM 50,000

Supplementary : RM 190,500

Event : 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)

13 Converted from US$250,000 based on a conversion rate of 3.27 as of 16 June 2008.

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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 housingareas and conduct surveys of electrical bills from households in the area. Atthe close of the campaign, the teams will repeat the same procedure totabulate the difference in electrical bills over the campaign duration. Anaverage reduction percentage in electricity bills will then be tabulated tomeasure 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 electricalappliance partner, Philips to determine if there is an increase in sales forPhilips energy-saving appliances.

ii. Communication Objectives

To increase householders knowledge about correct electricity-saving practices from 33% to 65%.

To set the mindset that climate change affects everyone andshould be addressed together.

A survey will be conducted and the results will be measured against theMarket 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 ofKuala Lumpur to understand the knowledge, attitudes and behaviours ofrespondents 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, afocus group interview was conducted. Ten Kuala Lumpur residents aged 18 to45 were randomly selected to participate. Information gathered from thisinterview served in strategy, channel and message selection.

ii. Observation

To understand the current youth culture, the contents of popular youthchannels such as Facebook, MySpace, and Blogspot were observed.

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i.Head-count

The number of guests who attend Go Acoustic can be calculated from thenumber of umbrellas given out as door gifts.

ii.Feedback

Evaluation forms will be distributed to the Go Acoustic guests to find outthe strong and weak points of the event.

iii. Survey

Survey on electrical bills will be conducted by the roving teams at thedesignated 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 theamount of coverage of the campaign.

v. Internal evaluation

The organisers will conduct an internal post-campaign evaluation to

determine the success4.2 Conclusion

The Market Analysis Survey revealed many opportunities to which the client cantake advantage off. By devising a well-planned strategy and creativecommunication materials, it is possible to achieve the pre-determined objectives.Essentially, the key to overcoming climate change issues at a household level, isto target the biggest contributors to the problem in a way that can appeal to them.

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5.0 Bibliography

Asia Energy Revolution 2005, About Climate ChangeGreenpeace, viewed on 2nd June

2008, .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 ChangeUNFCCC,

viewed on 2nd June 2008, < http://unfccc.int/2860.php >.

Cheang M 2008, Philips aims to improve the worldThe Star Online, viewed on 3rd

June 2008,

.

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 PollutionMinistry of Natural Resources

and Environment, viewed on 2nd June 2008, .

Diaz 2007, Facebook Popularity SoarsWashingtonpost.com, viewed on 3rd June

2008,

.

Malaysian Energy Centre 2008, Energy Smart, viewed 4th June 2008,

.

Selva, James. 2006. Media Guide 2006. Kuala Lumpur: Perception Media.

The Associated Press 2007, Malaysian growth of carbon emissions highest in the world,

says UNInternational Herald Tribune, viewed on 2nd June 2008,

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http://www.greenpeace.org/china/en/campaigns/stop-climate-change/our-work/asia-clean-energy-revolution-tour/faq/climate-changehttp://www.greenpeace.org/china/en/campaigns/stop-climate-change/our-work/asia-clean-energy-revolution-tour/faq/climate-changehttp://unfccc.int/2860.phphttp://thestar.com.my/lifestyle/story.asp?file=/2008/4/15/lifefocus/20841425&sec=lifefocushttp://thestar.com.my/lifestyle/story.asp?file=/2008/4/15/lifefocus/20841425&sec=lifefocushttp://klcityplan2020.dbkl.gov.my/eis/?page_id=289http://www.doe.gov.my/http://blog.washingtonpost.com/posttech/2007/07/facebook_popularity_for_better.htmlhttp://blog.washingtonpost.com/posttech/2007/07/facebook_popularity_for_better.htmlhttp://www.greenpeace.org/china/en/campaigns/stop-climate-change/our-work/asia-clean-energy-revolution-tour/faq/climate-changehttp://www.greenpeace.org/china/en/campaigns/stop-climate-change/our-work/asia-clean-energy-revolution-tour/faq/climate-changehttp://unfccc.int/2860.phphttp://thestar.com.my/lifestyle/story.asp?file=/2008/4/15/lifefocus/20841425&sec=lifefocushttp://thestar.com.my/lifestyle/story.asp?file=/2008/4/15/lifefocus/20841425&sec=lifefocushttp://klcityplan2020.dbkl.gov.my/eis/?page_id=289http://www.doe.gov.my/http://blog.washingtonpost.com/posttech/2007/07/facebook_popularity_for_better.htmlhttp://blog.washingtonpost.com/posttech/2007/07/facebook_popularity_for_better.html


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.

The AXA Retirement Scope Survey 2008, Malaysians care about climate changeNST

Online, viewed on 2

nd

June 2008,

.

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.

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http://www.iht.com/articles/ap/2007/11/29/asia/AS-GEN-Malaysia-Climate-Change.phphttp://www.iht.com/articles/ap/2007/11/29/asia/AS-GEN-Malaysia-Climate-Change.phphttp://www.nst.com.my/Wednesday/National/2214623/Article/index_htmlhttp://www.iht.com/articles/ap/2007/11/29/asia/AS-GEN-Malaysia-Climate-Change.phphttp://www.iht.com/articles/ap/2007/11/29/asia/AS-GEN-Malaysia-Climate-Change.phphttp://www.nst.com.my/Wednesday/National/2214623/Article/index_html


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6.0 Appendix

Creative

Media Budget Calculations

Press Release

Methodology

Survey & Results

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Creative


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Creative

TV Board

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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 computersand other

appliances on standby mode. Electricity wastage causes unnecessarycarbon

emission which leads to climate change.

So, if you think youre saving power on standby, youre 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 computersand other

appliances on standby mode. Electricity wastage causes unnecessarycarbon

emission which leads to climate change.

Unplug your appliances, go outdoors and soak up the goodness ofnature.

Go unplugged You can change climate change.

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Poster 1 Poster 2

LRT Tickets

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Facebook Icons

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Budget Calculations


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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.

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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


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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


b. Go Acoustic Event

-Venue (KLCC Park)

1 day (8hours) (Personal Interview, 2008) - RM 50, 000

- 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 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


Miscellaneous expenses - RM 50,000

Contingency planning - RM 13,680

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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)

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Press Release


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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 earths 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 destructionthey 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.

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mailto:[email protected]:[email protected]:[email protected]


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Methodology


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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.

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Survey & Results


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Survey

Climate Change

We are final year students of Bachelor of Communication from Taylors 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

Electrical Bill:

RM201-300 RM 300 and above

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

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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 earths

temperature drastically.

Excessive carbon dioxide reacts with clouds, changing cloud structures and

resulting in hurricanes.

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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?

Im 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 doesnt matter.

Others, please specify:

10. Which newspapers do you usually read?

The Star

The New Straits Times

The Sun

The Malay Mail

Sin Chew Jit Poh

Nanyang Siang Pau

Tamil Nesan

Malaysia Nanban

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Berita Harian

Utusan Melayu

Others: ___________________

11. Which radio station do you listen to?

Mix.fm

Light and Easy

Traxx.fm

Hitz.fm

Fly.fm

Era.fm

Hot.fm

My

Others: ___________

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12. Which television stations do you watch?

National TV

TV 1

NTV 7

TV 2

8TV

TV 3

TV 9

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 -

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Astro

Family- (Ria, Vaanavil, Prima,

Hallmark, etc)

Dynasty-(Wah Lai Toi, TVBS,

Pheonix, etc)

Movies-(HBO, Cinemax and Star

Movies)

Learning-(Discovery, Animal

Planet, Nat Geographic)

Fun-(Disney, Nickelodeon,

Cartoon Network etc)

Variety-(Star World, MTV,

Channel V)

Sports-( ESPN, Star Sports, Astro

Super Sports)

News-( Al-Jazeera, CNN, CNBC,

etc)


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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 doesnt 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.

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18% spend 0-1 hour of surfing the net a day.

Survey results

Ages 25 45




3. 78% think of conserving electricity before using the air conditioner or other appliances.




consequences.



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 doesnt matter.

9. 48% spend 2-3 hours surfing the net a day.

22% spend 0-1 hour of surfing the net a day.


13% spend 5 hours and above surfing the net a day.

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Survey results

Ages 46 and above




3. 58% think of conserving electricity before using the air conditioner or other appliance.




consequences.


43% say social responsibility will most encourage them to use electricity efficiently


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 doesnt matter

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9. 52% spend 0-1 hour of surfing the net a day.


Documents

Malay Taylor Red Ant