1. Digitalization and
it’s adverse effect
A presentation by DSS

2. Research
Findings
45% of users feel “worried or uncomfortable”
when email and Facebook are inaccessible.
51% users say social media changed
their life in negative way.
5-10% of internet users are actually
unable to controlhow much
time they spend online.
Source: www.adweek.com

3. Research
Findings
Users between the ages
of 15 to 19 spend at least
3 hours a day on
average on social media,
while users between the ages of
20 to 29 spend about 2 hours
on the their social media accounts.
Source: http://wersm.com

4. 39757 years of
our time is collectively spent
on facebook in a single day.
Research shows that people who are
more anxiousand socially
insecure are more likely to use
the social networking site.
Research
Findings
Source: http://wersm.com

5. EXPECTED CHANGE IN PERCEPTION
OUR
OBJECTIVES
EXPECTED
OUTCOMES
People will be more
involved with outside
the screen activities
and willing to do that
rather than sitting in
front of the screen all
day.
Our Objectives
And Outcomes
To make people
understand that they
need to get themselves
back to the real world
and enjoy what it has to
offer.
To educate people
about the adverse
effects of digitalization
and to reduce
excessive usage.
People will be
reintroduced to
the beauty of real
world.

6. Target
Audience
PRIMARY AND
SECONDARY
TARGET
GROUPS
PRIMARY
TARGET GROUP
PRIMARY
TARGET GROUP
SECONDARY
TARGET GROUP
Age group: 14-21
Students & teenagers
Urban area People
( Division cities)
35%
10%
55%
Age: 32-40
Job holders
(starting a family or may
have at least one child.)
Urban area people
( Division cities)
SECONDARY
TARGET GROUP
Age group:22-31
Young Adults
Urban area People
( Division cities)

7. BIG !DEA
LIFEIS MORE
REAL
THAN VIRTUAL.

8. SLOGAN
and LOGO
Logo
Goes well with the campaign.
Call for action.
Catchy
Simple
and trendy
UNPLUG TO
RECONNECT.
Slogan

9. SAMPLE
CREATIVES
Badge
T-shirt
Wristband
One time
use glass
Sticker

10. SAMPLE
CREATIVES
Billboard

11. You have been using
facebook continuously
for a long time.
Take a break.
SAMPLE
CREATIVES
App
for mobiles
This app will
remind users
time-to-time
how much
time they
have spent
on social
networks.

12. SAMPLE
CREATIVES
The more you
connect,
the less you
connect.
Guerilla
Marketing

13. SAMPLE
CREATIVES
Guerilla
Marketing

14. SAMPLE
CREATIVES
You had your memories. What about hers?
Print Ad

15. SAMPLE
CREATIVES
Facebook Page

16. SAMPLE
CREATIVES
Website

17. SAMPLE
CREATIVES
SAMPLE
CREATIVES
Social Rehab

18. SAMPLE
CREATIVES
TVC
RDC

19. SAMPLE
CREATIVES
RAFA
ARNOB
MUSIC
UNPLUGGED

20. SAMPLE
CREATIVES
UNPLUGTORUN

21. SAMPLE
CREATIVES
ARE YOU SURE YOU HAVE 2,745FRIENDS?
Print Ad

22. SAMPLE
CREATIVES
HAVE YOU EVER
REALIZED
YOU HAVE NO
FRIENDS
OUTSIDE THE SCREEN?
Billboard

23. SAMPLE
CREATIVES
DON’T
CROPOUT
YOUR
FRIENDS.
Print Ad

24. SAMPLE
CREATIVES
আসল
গল্পটা
আরেকটু
বড়!
Billboard

25. ACTIVATION
CAMPAIGN
Set up hidden cameras
in popular restaurants.
Capture pictures of people during
their social outing
When giving them
their bills we also give
them a printed copy
of their pictures so
that they can see
what exactly they
looked like while they
were there

26. Leaflet
We’ll provide mock leaflets in
busses urging the passengers not
to waste their time on mobiles.
Rather talk to each other!!
ACTIVATION
CAMPAIGN
School
Social outing day in school
premises. Activation and total
dayout filled with fun and games.
Also a small creative seminar on
the affects of internet addiction is
a way they won’t get bored.

27. First six months
 ATL
• Billboards
• Print Ads
• Posters
 BTL
• Facebook
• Bus-stop
branding
• Website launch
• Leaflet
distribution
Second six months
 ATL
• Print ads
• TVC
• RDC
 BTL
• Facebook posts
• Website
• App launch
• Corporate
branding
• Indoor concert
• Restaurant
activation
3rd six months
 ATL
• Billboards
• RDC
• Print ads
• Posters
 BTL
• App campaign
• Facebook
campaigns
• Corporate
outing
• School day out
• Indoor concert
4th six months
 ATL
• TVC
• RDC
• Billboards
 BTL
• Corporate
outing
• Facebook
boosted posts
• Indoor concert
• Corporate
outing
• Marathon race
• 3rd party
affiliation with
BDcyclists
SCHEDULING and MEDIA PLACEMENT
THE CAMPAIGN WILL RUN FOR 2 YEARS.

28. THE
BUDGET

29. Cost Breakdown Total
ATL
Television Commercial General - 20000 x 30 Minutes ; Sports - 50000 x 90 Minutes 5100000
Print Ads Posters - 450000 + Print ads - 864000 1314000
Billboards 20000 x 9 Units x 24 Months 4302000
Corporate House Lift Branding Dhaka - 312500 + Chittagong - 125000 437500
Bus-stop Branding DHK-625000 + CTG-300000 + RAJ-200000 + KHU-150000 1275000
RDC 2500 x 1200 Minutes 3000000
Total ATL Cost 15428500
TTL
Software Development Mobile Application - 135000 + PC/MAC - 170000 305000
Indoor Concerts (Auditorium - 200000 + Audio - 50000 + Crew -25000 + Performers - 350000) x 10 6250000
Marathon Races
(Advertising - 30000 + Banners - 12000 + Start/Finish Line - 200 + Number for Participants - 10000 + Refreshments - 40000 +
Trash Cans - 2000 + Portable Toilets - 15000 + Awards - 50000) x 5
796000
Corporate Outing 100000 x 10 times in 2 years 1000000
Total TTL Cost 8351000
BTL
Facebook Boosted Post 0.04 x Target Audience - 20000000 - 2 years exposure 800000
Website and Server Website 25000 x 2 years + Server 25000 75000
Portable Pigeon Holes 80 x 50000 Units 4000000
One Time Use Glass 1 x 75000 Units 75000
T-shirts 85 x 7500 Units 637500
Wristbands 15 x 20000 Units 300000
Badges 20 x 15000 Units 300000
Total BTL Cost 6187500
Total Campaign Cost Total ATL Cost + Total TTL Cost + Total BTL Cost 29967000

30. TOTAL CAMPAIGN COST:
29,967,000 BDT

31. THANK YOU!
QUESTIONS?!