It's a Reality TV Show. This is the first “family value discovery project” in the world. A week end training centre for the men / husbands to become better, more proactive and more compassionate partners in women’s lives. The Academic Centre is located at a beautiful scenery in a “destination no where” area. And is just near us. The complex will only have “one entry - one exit”/ limited access hospitality resort

1. Findings are courtesy of 3D research

2. Findings are courtesy of 3D research

3. Findings are courtesy of 3D research

4. Findings are courtesy of 3D research
What
Want
3D insights report

5. Findings are courtesy of 3D research

6. How can we get inside
of the women’s minds?
Findings are courtesy of 3D research

7. What women like to do ?
Findings are courtesy of 3D research

8. WOMEN EXPERIENCE
THEIR
STORIES . . . . . . . .
Findings re courtesy of 3D research

9. Campaign Insights of “What Women Want”
Findings are courtesy of 3D research

10. 1. They are disappointed with the men in their lives...
Campaign Insights of “What Women Want”
Findings are courtesy of 3D research

11. 2. Women simply wish that men could be a little
more helpful around the house.
Campaign Insights of “What Women Want”
Findings are courtesy of 3D research

12. 3. They do not like consumer goods brands which
continue to create advertising that portray women in
stereotypical / cliched ways.
Campaign Insights of “What Women Want”
Findings are courtesy of 3D research

13. 4. They badly demand from husbands to know how to
handle their children and how to initiate help.
Campaign Insights of “What Women Want”
Findings are courtesy of 3D research

14. Most women said that
is when they “know-how” to handle /
take care of their children
properly.
Campaign Insights “What Women Want”
Findings are courtesy of 3D research

15. We quickly understood...
...that communications are
needed to break the
conventional category .
...that the female consumer
target audience needs to be
engaged in a better than the
usual way....that reflecting
the reality of their lives are
unique and is an
entertaining way to reach
and inspire the female target
audience.
Findings are courtesy of 3D research

16. W h a t
Women
W a n t
Connecting...
emotionally
Findings are courtesy of 3D research

17. Findings are courtesy of 3D research

18. Findings are courtesy of 3D research

19. DADDY
ACADEMY

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The Mission
“DADDY ACADEMY”

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The Mission
“DADDY ACADEMY”
REALITY TV SHOW

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“DADDY ACADEMY”
REALITY TV SHOW

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“DADDY ACADEMY”
REALITY TV SHOW

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“DADDY ACADEMY”
REALITY TV SHOW

30. “DADDY ACADEMY”
THE ACADEMY PRINCIPAL
& THE TRAINERS
One of the unique aspect of the project is that trainers
celebrity couples are real husband and wife teams.
These couples (also co producers) will bring the show to life.

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ONLINE / WEBISODES
“DADDY ACADEMY”

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“DADDY ACADEMY”
REALITY TV SHOW

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“DADDY ACADEMY”
REALITY TV SHOW
The Next Step...
1. development
2. episode mechanism /
scenario
3. technical details of the show
4. location of the academy rules
5. qualifying couples
6. selection process

34. The process, the quality of the crew, right down to having a
psychologist on set, was exactly the same as any quality
reality show created for TV.
“DADDY ACADEMY”
REALITY TV SHOW
(perhaps less cameras and a
compressed production schedule.

35. Ideation + Conceptor : Uki Utama
Executive Producer : B o w i egus Sudradjat
Producer : Yennyta Gusman
Creative Director : Tony SiahaanDonny
Writers/Research : Zarra ZettiraDimas Akira
Psychologist : Tika Bisono
Co Producers : Zarra Zettira
“DADDY ACADEMY”
REALITY TV SHOW +
PUBLIC GATHERING +
24.7 ONLINE WEBISODES

37. @2010