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NEVERLAND - WHERE YOU NEVER LEARN

Giang Trieu
Apr 28, 2016
2 min read

Samsung - a big corporate brand which has long-term establishment in Vietnam is looking for a PR campaign plan not only to promote for their new free E-learning platform but also to create the image of an emotional brand caring for Vietnamese education.

Challenges: indifferent from similar E-learning platforms in Vietnam

Objective:

Build awareness
Call for joining : subscribe website and download apps
Link to Samsung brand

Period: 1 year (from July 2016)

Budget: $100,000

BIG IDEA

Vietnamese students lack self-learning spirit. In other words, they don’t want to learn, by that way or this way. Therefore, the big idea of this campaign is very simple. If they don’t want to learn, don’t force them. Don’t make them feel like they are learning. Instead, encourage them to play, which, for sure, they really enjoy.

The campaign is inspired from the fictional novel of J.M. Barrie, which is more familiar with Vietnamese youth by the movie Peter Pan by Walt Disney. In this creation, there was a fantasy world called NEVERLAND where the kids never grew up. The kids, usually from 4-6 years old, are naive, innocent and natural. They know what they like and what they don’t. But when these kids grow up, people (parents, friends, society) tell them what they should do, should know and should learn. The kids then lose their nature of learning what they like, but learning what (they think) would benefit them in the future.

The campaign would like to wake up the kid inside every student - the one that used to interest in the world around them and be curious of it, the one that were not influenced by the complicated dogma of adults. We bring students to NEVERLAND where they never have to ‘learn’ and where there is no adult tell them what is right or wrong.

TRIGGER

Clone Facebook Page

September is the time when the results of the university entrance exam are released, so the public will start talking about education at this particular time of the year. Following that trend, a clone Facebook page with the tiltle “Học, học nữa,... hộc máu” will be established in order to criticize the Vietnamese education system with the hilarious yet serious tone of voice