PROJECT

S.M.A.R.T

The campaign aims to increase awareness

about internet safety for at least 10,000
youths aged 9-14 and their parents in
Singapore. Event campaign to start via
social media platforms such as Facebook,
Instagram and Twitter 3 months before
Safer Internet Day 2018.
 THEME
LEARNING THROUGH FUN.
 WHY DID WE CHOOSE THIS THEME?

1 2 3
According to a Brain Based According to an observation According to experiments by
Research, it is clear that study done by the UC Davis Sutherland and Friedman
Joyful Education is much Cancer Centre and UC Davis done on children, it is proven
more effective for kids. Children’s Hospital, it is that they learn better when
proven that playing helps they pretend play real
Students absorb what they children to develop useful world situations.
learn better when the skills.
learning is associated with It encourages
strong positive emotion. (E.g problem solving, self-motivated learning.
memory skills)

A. (n.d.). The Neuroscience of Joyful Education. Retrieved February 12, 2017, from Children learn through play. (n.d.). Retrieved from The cognitive benefits of play: Effects on the learning brain. (n.d.). Retrieved
http://www.ascd.org/publications/educational-leadership/summer07/vol64/nu http://www.ucdmc.ucdavis.edu/CANCER/pedresource/pedres_docs/Childr February 12, 2017, from
m09/The-Neuroscience-of-Joyful-Education.aspx enLearnThruPlay.pdf http://www.parentingscience.com/benefits-of-play.html
 OUR BIG, BIG
IDEA

BUDDIES
OR
DUMMIES
 TAGLINE

SAVE YOUR FRIEND,

START THE TREND!
 WHAT IS OUR GAME ABOUT?

⊡ An interactive story game based on

choices that players make.

⊡ This game will be made available in

both play store and app store (WO
strategy)

⊡ The game’s story occurs in a school or

at home.

⊡ Players get to rescue their friends

from various online dangers that
they encounter:
□ Scammers, Predators,
Cyber-Bullies, etc)
 WHAT IS OUR GAME ABOUT?

⊡ Choices that players make

determine each episode’s
outcome and ending of the
story.

⊡ Players would name and design

their own ‘normal’ avatar and
their ‘superhero’ avatar.

⊡ They can also name and design

the in-game characters to
resemble their friends in real life.
 FEATURES OF OUR GAME

⊡ For every right choice, players will gain

a ‘buddy point’. For every wrong
choice, they will gain a ‘dummy point’.

⊡ Players will be given a rating along with

the amount of points accumulated.
□ There will be 5 ratings - ‘S’, ‘A’, ‘B’,
‘C’ and ‘D’

⊡ There will be a ‘Hall of Buddies’ and

‘Hall of Dummies’ where players with
the highest points for each category will
be featured.
 FEATURES OF OUR GAME

⊡ There will be a wide range of mini games to keep the players engaged and also
appeal to the youths who prefer fast-paced, action-packed games.

⊡ Social media links are included to allow sharing of players’ high scores and
even challenge their friends to beat their high score.
 HOW WILL THIS APPEAL TO OUR
TARGET AUDIENCE?

⊡ Through Buddies or Dummies, we will address the various online

dangers that these youths will face and educate them on the right
choices to make through fun and games.

⊡ This is not solely an education-based game - Players will get to learn

useful information about staying safe online through mini games and
experiencing a virtual school life story centred around their friends in real
life.

⊡ Players will have a reason to discuss the game with their friends because
they are encouraged to base the in-game characters on their friends.
TARGET AUDIENCE
&
SWOT
ANALYSIS
 WHY WILL OUR AUDIENCE BE
INTERESTED?

Primary
❏ Children 9-14 years old do not
really get a chance to play a
simulation game with good visuals
as it mostly has age restriction
(most popular choice-making
games are rated 12+).
Secondary
❏ According to Children Media and
Attitudes Report 2016, parents are
concerned over the content that
kids are exposed to in the Internet.
❏ If they find out our game will
educate their kids on their safety
online, they will definitely be
interested.
 SWOT ANALYSIS

STRENGTHS WEAKNESSES

- There were 65 billion installs for Google Play in - Will not be able to reach out to Apple Users :
2016. Google Play is only available for Android users
- When you publish on Google Play, you put your and not Apple users.
apps in front of over 1 billion active Android
users, in more than 190 countries and territories
across the world.

OPPORTUNITIES THREATS

- Google Play Store’s application revenue went up - Competition from Apple’s app store which had a
by 82% in the fourth quarter in 2016 worldwide. high year-on-year growth, with downloads
- Worldwide downloads of games grew increasing by 13%.
year-on-year by 14.6%, totaling 1.96 billion.
 SWOT STRATEGY

Weakness-Opportunity (WO)

⊡ Bearing in mind that Google is part

of Android, we decided to make this
game application available to Apple
users too.

⊡ Outsource application development

to Google developers.
INSIGHTS
 3 KEY TAKEAWAYS
PRIMARY RESEARCH

We surveyed 100 kids aged 9-14:

⊡ Most kids play mobile games on their

free time.

⊡ Most kids are into simulation games.

⊡ Most kids like games which allows them RESULTS

to make their own choices.
 3 KEY TAKEAWAYS
SECONDARY RESEARCH

⊡ Using mobile phones is the second most popular

media activity for Singaporeans.

⊡ One of the most popular mobile activities is playing

games.

⊡ We should use Facebook, Twitter and Instagram for

our social media campaigns as they are the most
popular social media platforms in Singapore.
 INTEGRATED
MARKETING
COMMUNICATION
 EVENTS & PITCH
EXPERIENCE LETTERS

PRIMARY SECONDARY
ONLINE IMC PRESS
TARGET TARGET
ADVERTISING TOOLS RELEASE
AUDIENCE AUDIENCE

INTERACTIVE
MARKETING

TWITTER FACEBOOK INSTAGRAM

 INTEGRATED MARKETING
COMMUNICATION - PRIMARY

TOOLS DESCRIPTION WHY?

Interactive Social media: Use Media Literacy Council’s ❏ MLC has been spearheading Singapore’s
Marketing (MLC) existing Facebook, Instagram and participation since 2013
Twitter page for the campaign with our ❏ For wider reach
campaign hashtag #buddiesordummies ❏ Commonly used platform among
youngsters
❏ Easy to track

Events and Launching of the app: We will release the ❏ Engage the youths more effectively
Experiences game, Buddies or Dummies at the Google ❏ Increases awareness for the campaign
Singapore Office. ❏ Meet and interact with audience, get
immediate feedback

Advertising Influencers: Hire influencers popular with ❏ Large reach

(Online) children to promote our app. ❏ Can engage our target audience
directly
E.g. Oddbods
 INTEGRATED MARKETING
COMMUNICATION -
SECONDARY

TOOLS DESCRIPTION WHY?

Interactive Social media: We will use the platforms that ❏ Direct communication, easy feedback
Marketing adults are more active in - e.g Facebook and ❏ The information can be shared to them
Instagram. by their friends who are also parents.

Pitch Letter Write articles about our event/app: We will ❏ Parents find news which appears in the
send a letter to journalists/ editors with our newspaper to be more credible.
proposal idea.

Press Release Let the public know about our campaign: ❏ Provide an official statement adds
Publish a public relations announcement on credibility to our event.
the official Google blog. ❏ Puts key messages in a clear and
understandable format.

Events and Launching of the app: We will release the ❏ Meet and interact with audience, get
Experiences game at the Google Singapore Office. immediate feedback.
 INTERACTIVE MARKETING
OUTREACH PROGRAMME
Facebook:
INTERACTIVE MARKETING APP LAUNCH

Statistics of online dangers and the importance of protecting your data

online. News about children/youths who are victims to these dangers.

Instagram:

Short clips of around 15 seconds showing snippets of the game, with our
tagline flashing at the end. Short videos of kids being affected by online
dangers to evoke emotional responses from the parents.

Twitter:

Polls - E.g. Have you ever been bullied online before? Have you ever
stepped in to help when witnessing a cyber-bully in action?

Safety tips - Post daily tips on how to maintain internet security.

 ONLINE ADVERTISING
OUTREACH PROGRAMME

INTERACTIVE MARKETING APP LAUNCH

ODDBODS:

One Animation is a CG Animation studio with a

YouTube channel with 531,432 subscribers,
the fifth highest subscription number in
Singapore.

Genre:
Animated Comedy TV Series/ Mobile Series

Target Audience:
⊡ Kids: 4-9 years old
⊡ Teens
⊡ Families
 PITCH LETTERS
OUTREACH PROGRAMME

AN EXAMPLE: INTERACTIVE MARKETING APP LAUNCH

 PRESS RELEASE
OUTREACH PROGRAMME

INTERACTIVE MARKETING APP LAUNCH

INFORMATION TO INCLUDE:

Google has teamed up with Media Literacy Council to promote Safer Internet Day 2018,
to help youngsters better manage their online lives and help parents learn how to protect
their kids online.

Buddies Or Dummies - An interactive mobile game for Singaporean Youths aged 9-14,
where they learn to make choices to protect their online safety.

Visiting Secondary Schools - Google staff visit secondary schools around Singapore to
promote Buddies Or Dummies. A skit will be done to bring across some Internet safety tips.

Visit to Google Office- Event where all parents and children are welcome to the official
event launch of the mobile game, Buddies Or Dummies.
 EVENTS AND EXPERIENCES
OUTREACH PROGRAMME
OUTREACH PROGRAMME:
INTERACTIVE MARKETING APP LAUNCH

Duration: 1 month

Location: Primary schools and secondary schools in Singapore

What: We will visit 5 secondary schools and 5 primary schools from

each region in Singapore. We will hold a 30-minute skit about Internet
Safety and release the beta version of Buddies or Dummies. We will
also have the kids follow us on our social media pages.

Skit: We will have actors dressed up as viruses/robbers/cyber-bullies

and run down to the audience to choose a kid to hold as a ‘hostage’. Then,
the chosen kids will have to turn to their friends or classmates to help
save them by answering the question correctly.
 EVENTS AND EXPERIENCES
OUTREACH PROGRAMME
APP LAUNCH PARTY ON INTERACTIVE MARKETING APP LAUNCH
SAFER INTERNET DAY (MAIN EVENT):

Duration: 28 February 2018 to 2 March 2018

3-day event (1HR 30MINS each)

Location: Google Office’s auditorium

What: We will invite up to 700 guests including youths and their parents
per day. We will launch the app during the event.

Launch party: We will show a trailer detailing all the features of the
game and get the kids to download the game on the spot by providing
with free WIFI. We will hold mini contests to engage the audience and
encourage them to share our event on their social media.
 GOOGLE OFFICE TOUR

THE INCENTIVES:

⊡ Gift bags will be given out.

⊡ We will release the full version of the Buddies or

Dummies on the day of the event itself.

⊡ The kids and parents will be offered a tour of the

Google Asia Pacific office if they were to attend
our main event.

⊡ Collaborating with MOE to make this an official

school event (free bus-transport service to
Google HQ)
 APP LAUNCH PARTY

MINI CONTESTS:

Coolest avatars (30 mins): Kids will have to design their own avatars, take a
screenshot and post them on Instagram with the hashtag #buddiesordummies.
The six pictures with the most likes will win prizes.

Best doppelganger (30 mins): The kids will design the avatars of their friends in
the game and post a collage with the screenshot and a photo of their real life
friend. The six pictures with the most likes will win prizes too.
 CONTEST PRIZES

First prize: Second prize: Third-Sixth prize:

 GIFT BAGS

BUDDIES
OR
DUMMIES Gift bags
will be
$3.99
distributed
to every
attendee.

$4.99
$1.99
 GIFT BAGS

BOOKLET:

⊡ Booklets with tips on how to

keep children safe online will be
included in every gift bags.

⊡ The attendees will be strongly

encouraged to give these
booklets to their parents when
they get home.
TIMELINE
&
BUDGET
 TIMELINE

Phase
Phase One Phase Two
Three

01 Jan 2018 - 01 Feb

01 Dec 2017 - 31 Dec 2017: 28 Feb 2018:
2018
We will commence our Safer Internet Day and
Outreach
interactive marketing campaign app launch party.
programmes at
on social media.
primary and
secondary schools
across the nation.
 IMC - TIMELINE

IMC TOOLS DURATION

Interactive Marketing Throughout the campaign:

01 DEC 2017 - 28 FEB 2018

Advertising (Online) 01 FEB 2018 - 28 FEB 2018

Pitch Letter 15 JAN 2018 - 31 JAN 2018

Press Release 1 FEB 2018

Events and experiences Launch Day - 28 February 2018

Visits to 5 Primary schools and 5 Secondary schools

01 FEB 2016 - 28 FEB 2016
 BUDGET

ITEM QUANTITY ESTIMATED COST

Gift bags 2,000 $21940 USD

Costumes (Pre-event) 10 $1000 USD

Event (Prizes) 12 $239.54 USD

OddBods (Advertising) 1 $5600 USD (estimated)

Total: $28779.54
WHY WILL WE
MAKE IT?
LET’S HEAR IT FROM RAUL!
 THE X-FACTOR

1.
The kids will be more receptive to the messages of Safer Internet Day
since we will be educating them through fun and games instead.

2.
The campaign inspires youths to be leaders in helping others stay safe
online as they will have to save their friends from the dangers in the game.

3.
The campaign/game has longevity because the youths can still
continue to play the game even after the campaign ends.
THANKS!
Any questions?
 RESOURCES

https://nobullying.com/internet-safety-statistics/

https://www.childrensociety.org.sg/resources/front/template/scs/files/bullying%20in%20singapore%20secondary%20schools.pdf

https://vulcanpost.com/16725/students-singapore-victims-cyber-bullying/

http://www.straitstimes.com/singapore/courts-crime/rise-in-online-scams-involving-sale-of-admission-tickets-mobile-phones-police

http://www.tnp.sg/news/singapore/online-shoppers-team-take-down-rogue-accounts

https://www.quora.com/How-much-does-it-cost-to-publish-a-mobile-app

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

http://venturebeat.com/2016/10/08/how-pocket-gems-episode-has-seen-700-growth-appealing-to-gen-z/

http://expandedramblings.com/index.php/android-statistics/

http://www.businessinsider.sg/iphone-v-android-market-share-2014-5/?r=US&IR=T#eOfMRMCPopRPRBrS.97

https://www.statista.com/statistics/281106/number-of-android-app-downloads-from-google-play/

http://wearesocial.com/sg/special-reports/digital-2016
 References Part 2
http://sbr.com.sg/telecom-internet/exclusive/phone-frenzy-singaporean-millennials-amongst-most-addicted-mobile-in-worl

https://www.managementstudyguide.com/swot-analysis-of-google.htm

https://arc.applause.com/2016/06/09/app-downloads-q1-2016-sensor-tower/

http://expandedramblings.com/index.php/android-statistics/

http://www.businessinsider.sg/iphone-v-android-market-share-2014-5/?r=US&IR=T#eOfMRMCPopRPRBrS.97

https://shop.googlemerchandisestore.com/Google+Redeisng/Lifestyle/Sports+Fitness/Sport+Bag.axd

https://shop.googlemerchandisestore.com/Google+Redesign/Office/Notebooks+Journals/Recycled+Paper+Journal+Set.axd

https://shop.googlemerchandisestore.com/Google+Redesign/Office/Stickers/8pc+Android+Sticker+Sheet.axd

http://howmuchtomakeanapp.com/e/rjbjuqu34cww
APPENDICES
 Research

In Singapore, youths face many dangers.

CYBERBULLYING SCAMMERS SEXUAL PREDATION

1 in 3 primary school students In 2016, cases of cheating Singapore was ranked as the
and 1 in 4 secondary school involving e-commerce No. 2 country where netizens
students were bullied online. increased by 13.4% to 1,145 were hit most by online
cases. threats from sexual predators.

Shaun Tan my paper Thursday, Sep 15, 2011. (n.d.). More sexual
Https://fb.me/NawiraBaig. "1 In 3 Students In Singapore News. (n.d.). Retrieved February 05, 2017, from predators going on the prowl online. Retrieved February 05, 2017, from
Have Been Victims Of Cyber Bullying." Vulcan Post. N.p., 15 https://www.gov.sg/news/content/channelnewsasia-crime-ra http://news.asiaone.com/News/AsiaOne
Aug. 2014. Web. 05 Feb. 2017. te-down-in-first-half-of-2016-but-online-scams-on-the-rise News/Singapore/Story/A1Story20110915-299510.html
 MEDIA HABITS - SINGAPORE

According to a 2016 report by We Are Social, among 4.56 million

active Internet users in Singapore:

1. Average daily use of:

⊡ Internet via PC or tablet: 4HR 14MIN

⊡ Internet via mobile phone: 2HR 03 MIN
⊡ Social media via any devices: 1HR 39MIN
⊡ Television viewing time: 1HR 38MIN

We Are Social Singapore Follow. (2016, January 26). Digital in 2016. Retrieved February 05, 2017,
from http://www.slideshare.net/wearesocialsg/digital-in-2016
 MEDIA HABITS - SINGAPORE

2. Mobile activities among 3.70 million active mobile Internet users,

(% of the population engaging in):

We Are Social Singapore Follow. (2016, January 26). Digital in 2016. Retrieved February 05, 2017,
from http://www.slideshare.net/wearesocialsg/digital-in-2016
 MEDIA HABITS

Among 3.60 million active social Among 2.307 billion active social
media users: media users:

TOP ACTIVE SOCIAL PLATFORMS ACTIVE USERS BY SOCIAL PLATFORM

(SINGAPORE) IN MILLIONS (WORLDWIDE)

We Are Social Singapore Follow. (2016, January 26). Digital in 2016. Retrieved February 05, 2017, from
http://www.slideshare.net/wearesocialsg/digital-in-2016
 TARGET AUDIENCE ANALYSIS

Primary Secondary

Demographics Demographics

Age: 9-14 Age: 35-55

Gender: Male and female Gender: Male and female
Education: Primary and secondary Education: Primary and secondary,
Diploma and degree holders
Psychographics
Psychographics
Interests: Hanging out with friends,
gaming, surfing the web & social media
Interests:
Attitudes: Friends are important
Attitudes: Competitive, hardworking
Values: Friendship, education & learning
Values: Conservative, filial piety
EVALUATION
 Evaluation

Exposure Engagement Influence Impact Advocacy

PAID Impressions Page views Awareness Visit website Mentions -

Reach Interactions: Likelihood to Attend event hashtags, tags
expand, replay, recommend Download app Ratings
etc

OWNED Unique visitors Return visits Likelihood to App Downloads Recommendations

Visits Unique visitors Page views (per recommend it to Ratings
Visits visit) friends Reviews

SHARED Number of followers Likes Decision to Attend the event Ratings

Organic reach Comments download game Satisfaction Reviews
Organic impressions Shares Recommendations
Replies
Retweets

EARNED Number of posts Hashtag usage Awareness Visit website Ratings

Impressions Mentions Associations with ‘Attend event Reviews
topics