Based on background research, Squeezable has identified essential insights regarding our client and target public:
Most sustainability campaigns
promote use educational
and rational approaches.
CATEGORY TRUTH
To RMIT students desire uniqueness and sustainability in their personal branding.
BRAND TRUTH
CONSUMER TRUTH
CONSUMER TRUTH
BRAND TRUTH
The only internal office belonging to the university that aims to assist students in achieving a sustainable lifestyle.
CAMPAIGN'S STRATEGY
STRATEGIC APPROACH
Squeezable sparks a tumbler revolution among RMIT students with fundamental sustainability knowledge. We aim to shift mindsets: from viewing tumblers as optional to seeing them as the must-have campus accessory. By showcasing the fun and excitement of using tumblers, we're turning sustainability into a stylish lifestyle choice in our student's daily routines.
KEY MESSAGE
USING TUMBLERS CAN BE A FORM OF SELF-EXPRESSION AND FUN EXPERIENCES
CREATIVE APPROACH
Acknowledging the desire for self-expression among university students, we characterize and personalize Tumbler to help them identify the best tumbler option for their daily lifestyle. By that, Tumbler Pal encourages RMIT students to showcase their individuality by bringing reusable containers to campus.
OUR BIG IDEA
Sip in style
Sustain in life
