This document discusses forming new exercise habits based on current habits to make it easier to work out regularly. It specifically focuses on promoting cycling as a way for young adults in Ho Chi Minh City and Hanoi to incorporate exercise into their daily commutes. The proposal involves setting up bike stations and a mobile garage for repairs, using a mobile app for activity tracking, and rewarding people for expanding the cycling zone to ultimately make Saigon a cycling city. The goal is to help 2,000 people start cycling regularly as part of their daily routine by making it a more familiar habit that fits into their busy schedules.

2. Sustainable workout habit?
Do we always have to rely on motivation?

3. The Power of
Synaptic Pruning
Cited from Research of Oxford University, 2007
Current habit
New habit
• Unfamiliar habit-> no connection between neurons
• Familiar habit -> strong connection between neurons
What if we utilize the advantage of the familiar habit?
Forming new
move habit based
on our current
habit

4. target customers say that “busy with school/ work/…” is the main
reason they quit working out.FACT
I find it tough to form a new move habit which is not my current priority, so that I don’t want to
spend additional time for it in my current daily routine
Q&Me Research
WHAT THEY SAY?
They don’t have time
to do exercise
regularly
WHY THEY SAY?
Exercise is not their
priority in their current
daily routine
WHAT THEY DO?
Work out regularly in the
beginning but gradually
reduce and then quit
WHY THEY DO?
There’s many other
important things to
focus rather than
working out
- Young Adults (18-30 Y/O)
- Live in HCMC & HN
- Digital savvy, new experience seeker
- Busy with working/studying
- Have tried to do exercise regularly but failed
72%

5. Blend exercising in their current daily routine with a new yet familiar habit
they used to have in the past
They incorporate cycling with their current transporting process to
facilitate exercise with least possible time & effort
…And we choose cycling
1. Transporting habit is an indispensable current habit
2. Cycling is familiar
3. This is based on scientific fact of “Habit Stacking”
Because:

6. - TA Know that cycling is a convenient way to incorporating
exercise with daily activities
- 50 000 people can access opportunity to cycle
- TA aware Biti’s as the main organizer
of the campaign
- 5000 product trials
Biti’s empower Vietnamese youth movement, change their
transporting habit to make Saigon the cycling city

7. TA know cycling is a convenient way to do
exercise in their current routine and
experience in cycling activity to work
To encourage the youth to EXPAND Cycling
Zone to MAKE SAIGON THE CYCLING CITY.
Exercise by riding cycle to work.
Why not?
Make Saigon the cycling city!
Cycling Zone Happy Garage
Activation & Social Media Social Media
PR articles, KOLs PR articles, KOLs

8. • 10 Experimental Bike Stations surrounded the
Cycling Zone allow TA to convert from
motorbike to bicycle
• Web app for health tracking & booking bike
• Appearing on Digital map to promote
about the Cycling zone with message
“You’re 3 km away from Healthy Life”
Motorbike
riders
KPIs: 2000 bikes – 40.000 people join

9. • Mobile Garage running around city to repair and renew the old bicycles
for TA
-> Encourage TA to expand the cycling zone of Saigon with reward (Biti’s
Hunter Shoes and honors) for their commitment to make Saigon the cycling
city
KPIs: Repair 20.000 bikes
• Capture image of TA with their new bike &
encourage them to post on Social Media
• Recap clip showcasing number of people
joining to make Saigon the cycling city

10. THIS TIME, LET BITI’S BE THE FIRST ONE WHO EMPOWERS THE YOUTH
FOR SUSTAINABLE LIFESTYLE!