Goodday KidSTART, Malaysia's record-setting kidpreneur challenge!
8. Brand Experience & Activation Kancils [8.3 Best use of events & live experiences]
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Links:
Product/Service:
Milk
Client:
Etika Sdn Bhd (Goodday)
Brief:
Brief:
Problem
Goodday is facing tough competition from a market leader with a larger market share, lower costs, and a bigger advertising budget. To make matters worse, the price of milk has skyrocketed, forcing Goodday to raise prices, which has led to a loss of sales and market share.
Insight
Post-pandemic, only 3 out of 10 parents teach their children about money, even though half of Malaysians struggle to save RM1,000 for an emergency. This shows the need to highlight the importance of financial literacy to children.
Opportunity
Our research showed that competitors focused on the physical benefits of milk, which are undoubtedly important. But none focused on the things that matter most to parents and kids: mental development, skill enhancement, and financial responsibility.
Solution:
Idea
To boost brand presence and equity, we devised a unique and lasting solution: the Goodday KidSTART, Malaysia's biggest Kidpreneur program!
This program aims to empower kids to envision and pitch their dream business ideas for a chance to be funded, and by separating purchase from participation, we amplify the emotional impact and reshape the boundaries of education.
Goodday KidSTART hones mental development and imbues youth with financial literacy and entrepreneurial skills. We select the most promising business ideas from hopefuls aged 7-14.
How it works:
Goodday KidSTART is a program that empowers kids aged 7-14 to envision and pitch business ideas for a chance to win funding.
This innovative program aims to breathe new life into learning and help kids develop vital soft skills such as communication, negotiation, and presentation skills.
By giving kids the tools they need to thrive, Goodday KidSTART is creating a brighter future, one child at a time.
The results
