【营销Roadmap案例】AXA运动鞋 CSR Campaign Proposal.pptx

AXA2019-2020CSRCAMPAIGNPreparedbyZenoMar.19,2019

StrategicContextStory-tellingCampaignMediaPlanAppendixContentsinToday’sProposal

What‘CAUSE’shouldwechoose?3

4CSRLandscapeOne-offEventAIA’stakeonhealthandwellnessthroughthemusicrunthatcallsonpeopletoenjoyphysicalmovementDonationDriveTaikangsetsupdonationprogramtosupportpublicnursinghomesandbringhappierlivestomore?eldersFinancialSupportPinganactivelyinvolvedinvillages’povertyalleviation,includinghealthcare,education,etc.

5WhatwecanlearnRoute1InformationLeadRoute2ONE-OFFACTIVITYRoute3DONATION-DRIVENKeyWatch-outsConsiderhavingaplatformthatwecancontinuallybuildandownMorethanjustinformation,provideaPOV,makeastand.Donationdrivearenoweverywhere,needtomakeitengagingtogettheirattentionanddollars.

Peopledonotbuygoodsservices.Theybuyrelations,stories,andmagic.SethGodin6

7Source:Theroleofemotionsinbuyinghealthinsurance,McKinseyCompanyPositivityisakeydrivingemotioninthepurchaseofaninsurancepolicy.Fearmarketingturnsoffconversations.WhatdrivessatisfactioninhealthinsuranceGivesmepeaceofmindProvidesmewiththecoverageIexpectedOffersaplanthatmeetsmyneeds32%18%14%

StrategicallyfocusonchildhoodobesityoverdiabetesorcancerTheFutureLooksFat:TheissueofobesitywillbetopicalandrelatabletoabroaderconsumerbaseObesityisabroaderplatform:Allowsuswiderscopetotalkaboutotherdiseases.RelevanttoOurTarget:Allowsustomovefromareminderofsicknesstolifestyleempowermentandaction.8

Chinaisontracktohavethegreatestnumberofoverweightchildrenaged5to17.9yearsby2025.(WorldObesityFederation)TheFutureLooksFat200Millionobesechildren-theworld’sbiggest

“Anearlyonsetofobesityislikelytotranslateintoahigh-cumulativeincidenceoftype2-diabetes,hypertension,andchronickidneydisease.”EdwardGregg,adiabetesex