Campaign details

Brand: Biti's Kid
Lead Agency: Dentsu Redder
Region: APAC

Objective

Vietnamese parents struggle to balance kids' study and physical activity

'STUDY! STUDY! STUDY!' is believed to the only way to make kids' smarter in Vietnam. Most Vietnamese parents have their kids sitting on the school bench, after-school class chairs, then back at home finishing their homework. Just like that, most of Vietnamese kids' childhood is spent on sitting. Even when physical activity has been recommended for child holistic development for the past decade. Most Vietnamese parents still struggle to let their children partake physical activity.

As a result, more than 90% of students are reported to have suffered from mental disorder because of study pressure (2016).

This creates the space for Biti's Kids – a brand whose purpose is to embrace Vietnamese kids' happy childhood – to enhance brand love and affirm its position of market leader.