Green Cross has a wide target audience but the primary audience is Mums. Their relationship was with the products and the product functions and not the brand. All Green Cross products fall under the platform of solutions for healthier living. To demonstrate this Green Cross in Vietnam wanted to solve a real social problem that would lead to better living conditions for Vietnamese.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. Massive change can happen with the right relevant idea.

Green Cross wanted a unique, targeted idea that could directly communicate the brands values and objectives to communities in Vietnam. Key to this was to go beyond traditional advertising. To create a direct link to Vietnamese consumers by solving a relevant major social problem in Vietnam. That would generate a public response as well as awareness of Green Cross and it's values. The Kinetic Energy shoe has given Green Cross a direct link to communities and it's consumers. The Kinetic Energy Shoe is currently being toured around schools and communities in Vietnam to show how it works and spreading the Green Cross message. Along with this direct mail is being used to tell the brand story. That Green Cross products and mission is to provide better living conditions in Vietnam.This is a unique and powerful call to action to achieve that.The response is direct widespread consumer engagement with the brand.

The steps were:1, identify a real issue affecting kids in Vietnam affecting their quality of life. 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. The brand story and the idea are one. The creative execution is a pure demonstration of innovation for better living. 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 campaign is ongoing.

Note this is an ongoing promotion and activation. The first goal of the project was to solve a real problem relevant to Vietnam that is scalable and can be used to promote the Green Cross brand. The successful development of the Green Cross Kinetic Energy shoe is the solution to a real problem in Vietnam. It is a major achievement for Green Cross. Awareness of The Green Cross brand 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 Green Cross brand as it's products are better known than the brand. The campaign is ongoing. From almost zero awareness of Green Cross and it's brand values in Vietnam to total awareness in under 12 months.

*More results in the confidential folder.

Green Cross has a problem that while many people know it's products, few people know it's brand. It manufactures a wide range of products for healthy living but they are known by their product attributes and not the brand itself. More competitors have entered the category with heavy TV and other media brand exposure. The opportunity was to 'rise above the competitive spend" by solving a real social problem in Vietnam. This would allow Green Cross to engage directly with consumers on a much higher value level to drive brand awareness.To get consumers to actually 'touch and feel' the brand.