2014 VYS: Final Round: The Wondrous
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The document discusses a campaign aimed at helping Vietnamese teenagers explore diverse career options beyond conventional choices, as over 80% lack clarity about their futures. It proposes utilizing social media, augmented reality, and a unique career expo to engage teens with alternative careers, allowing them to experience these roles interactively. Additionally, it includes features for teens to communicate their career aspirations to their parents through recorded messages.
2014 VYS: Final Round: The Wondrous
- 1. Young Spikes Brief – Team The Wondrous
- 2. THE INSIGHT More than 80% of Vietnamese teens have no clear idea about what their future career should be. (HCMC University of Pedagogy, 2009) When it comes to choosing a career path for their life, teens are usually led to “conforming” choices, such as doctor, lawyer, teacher or engineer.
- 3. THE IDEA – ’Find your true calling’ Open their minds to new possibilities of alternative and cool career options – from being a rapper, an actor, a stunt double, a boxer, a pilot, a mixologist, a games designer, even a TV star. We’ll give teens the means to explore their personality, obey their passions, and find their true calling in life.
- 4. HOW IT COMES TO LIFE – Social Media We’ll kick off the campaign through social media with a series of fun, shareable videos, that ask teenagers to question what they think about their possible career choices. “You could be a doctor, or you could be saving lives every Saturday at 9pm! Find your calling @ Sprite Career Expo!” “You could be a teacher, or you could teach people how to fly! Find your calling @ Sprite Career Expo!”
- 5. HOW IT COMES TO LIFE – Outdoor & Mobile Using Augmented Reality (AR), we’ll create out of home posters in shopping malls, cinemas and anywhere teens hang out. Each poster will feature a different cool career, a rock singer, a TV star, a pilot. Teenagers will be instructed to take a ‘walk in my shoes’ and experience on their phone what it feels like to do their job.
- 6. HOW IT COMES TO LIFE – OOH & Mobile By taking a photograph of the TV Star’s shoes, this will unlock a virtual TV studio set that the user can explore, through their smartphone, all from the point of view of the TV star. A call to action would instruct users to ‘Find their true calling’ and visit the Sprite Facebook page to find out more.
- 7. HOW IT COMES TO LIFE – Cool Careers Expo Usually career’s fairs feature the same old boring jobs. Not this one. A career’s fair like no other. Consisting of larger-than-life information stands, featuring all the coolest jobs a teenager could imagine.
- 8. HOW IT COMES TO LIFE – Cool Careers Expo In this never-seen-before career expo, teens can: talk with influencers from alternative and cool careers, such as rappers, singers, Taekwondo fighters, pilots, TV celebrities, etc. and experience the unique working spaces of each career through, films sets, the boxing rings, and even a flight simulator.
- 9. HOW IT COMES TO LIFE – Cool Careers Calling Booth After experiencing the alternative careers, teens enter a private booth where they can record a voice message to their parents, expressing their passions and desires to follow a different calling. By doing this, teens can avoid uncomfortable the “face-to-face” confrontation and freely express themselves to their parents. Once the teen has recorded his or her message, this will be automated sent to their parents via a voice call recording or a link to personalised video message.
- 10. HOW IT COMES TO LIFE – Cool Careers Resource To make the expo accessible to all, we will capture all on video, including interviews and Q&A with all our KOLs and participating career specialists. This will live online as a hub for teens to guide them into finding their true calling. By selecting their interests and passions through simple questions, we’ll be able to suggest which videos they watch first.