The target audience was all of Vietnam. Vietnam is a developing country and rural areas are being left behind urban areas in terms of improving quality of life. Emotionally rural areas are the heart of Vietnam, but in reality they are often forgotten. The target audiences view of the poorer areas is often more idealised than real. All Green Cross products fall under the platform of solutions for healthier living. The strategy is to promote the Green Cross brand by demonstrating innovation through the solution.Nothing is more relevant to Vietnamese consumers than solving a real life social issue.

Green Cross wanted a unique, targeted idea that could solve a real social problem in Vietnam. Key to this was to go beyond traditional advertising. To create a direct link to Vietnamese consumers through the solution. To generate a public response as well as awareness of, the problem facing the children. The Kinetic Energy shoe has given Green Cross a direct link to communities and it's consumers. The solution is direct, the Kinetic Energy shoe is direct at it's most pure form. The Kinetic Energy Shoe is currently being toured around schools and communities in Vietnam to show how it works. Along with this direct mail is being used to tell the brand story. That Green Cross's mission is to provide better living conditions in Vietnam.This is a unique and powerful call to action to achieve that. Consumers can actually touch, use and experience the solution.

The steps: Find a solution to improve the standard of living of children in rural areas. 2, Solve the problem- the Kinetic Energy Shoe. 3, Take the Kinetic Energy shoe on a roadshow around Vietnam particularly focused on schools and town hall meetings. At the schools, the Kinetic Energy Shoe was presented as part of Green Cross's commitment to building healthy communities and better living conditions for all. Stage 4, is a competition where kids can come up with solutions to everyday problems they face related to healthy living. The biggest challenge was developing the Kinetic shoe. While the basic mechanics already existed nobody had yet successfully repurposed it for something as simple as a shoe that generates power. The process took longer than anticipated. The Green Cross roadshow is ongoing and will continue for the next 6 months.

Note this is an ongoing campaign. The first goal of the project was to solve a real quality of life problem relevant to Vietnam that is scalable. The successful development of the Kinetic Energy shoe is the solution to a real problem in Vietnam. Awareness of The Green Cross brand and the issue is rising significantly in areas after each promotion takes place. To date over 100 schools have been visited and the goal is to visit 500 schools by year end 2015. Before this promotion there was almost zero awareness of the problem or The Green Cross brand as it's products are better known than the brand. The ongoing plan includes activities such as a fun run where kids will wear the shoes and this will be filmed for PR purposes. The Green Cross Kinetic Energy shoe could potentially bring power and better living conditions to anyone, anywhere.

*Results in the confidential folder.

The problem: In Vietnam, many children have to walk long distances to and from school. Often in rural areas without roads. When they get home, it's dark and they live in areas without power. They do their homework by candlelight.

The brief: Take the Green Cross brand to a new level and a wider audience by solving a real Vietnamese problem to demonstrate Green Cross's innovation and commitment to healthy living in Vietnam.

The strategy was to develop a solution that would both raise awareness of, and solve the issue that could then be taken on a roadshow around Vietnam.