EXECUTION
Tumbler Pal campaign will be launched from 4th March to 2nd June, our key tactics include online personality test, workshop, and offline exhibition.
CAMPAIGN FRAMEWORK
![[ICP]_A3_Project_Pitching_and_Report_SlideDeck_ Squeezable_ 03.png](https://static.wixstatic.com/media/928193_b794291eaf074e10824dd427dbca65c1~mv2.png/v1/fill/w_980,h_556,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BICP%5D_A3_Project_Pitching_and_Report_SlideDeck_%20Squeezable_%2003.png)
PHASE 1: AWARE
Key tactic: Online Test
Find Your Tumbler Pal
Online test for students to find their Tumbler Pals' characters that match their lifestyle and personality, allow students to customize their best fit Tumbler Pal.
Rationale
Online personalised tests are evolving with the integration of technologies, utilising personal and behavioural data to cater to individual preferences and foster their connection.
Supporting tactics
Introducing characters of Tumbler Pals and their mission of fighting against single-used containers to protect the environment.
Funny visuals in online video ads boost attention, aiding message recall and comprehension of the promoted product or service.
Video Ad
Rationale
Tumbler Pals related contents
Online test promotional contents
GreenPoint system and rewarding mechanics promotional contents.
Social post
Rationale
Social media enable direct access to target audiences actively engaged online and facilitate cost-effective advertising spend.
QR code to the GreenPoint site.
Foster campaign awareness and GreenPoint system usage.
Promotional items & Digital signages
Low-cost approaches to boost visibility, drive, and promote engagement.
Rationale
PHASE 2: ENGAGE
Key tactic: Workshop
Pouch for your Pal
We collaborate with Dòng Dòng to organize a workshop for students to DIY their cupholders and exchange their points Greenpoint system for gifts.
Rationale
Workshops that include interactive sessions or engagement help participants shape emotional connections to sustainability issues and influence their behavior toward more sustainable practices.
Supporting tactics
Posts on Facebook RMIT Sustainability Enthusiast page and media support from the RMIT Green Generation Club:
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Physical booth visit announcement.
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Workshop launching and information.
Social post
Physical booth
Foster workshop registration and promote the GreenPoint system. Checking in at the booth by s-ID and posting a story with hashtags
Rationale
Social networks can foster user engagement in real-life activities.
Digital Signage
Announce booth and workshop launching. All visual materials will include a QR code to the GreenPoint site.
Rationale
This is a low-cost ways to consistently address wider demographics and expand booth and workshop recognition and visits in highly congested areas.
PHASE 3: AMPLIFY
Key tactic: Exhibition
Hall of Sustainability
Exhibition displayed at Melbourne Hub in Building 1 include:
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Daily essential sets of 4 different types of Tumbler Pal.
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Digital signages of each character.
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Find Your Tumbler Pal test at iMac section.
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Live updates of Tumbler Pal community.
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Student interview video.
Exhibition boost the campaign exposure in public spaces, provide more positive and personal aspects, and opportunities for prospective interest, and exert direct impact.
Rationale
Supporting tactics
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Workshop recap: pouch photo uploaded with our hashtag.
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Word search: find 3 phrases related to our campaign. Winners will be decided through a lucky draw.
Prizes include special gifts and an additional GreenPoint.
Minigame
By providing relevant information, viewpoints, and narratives, games can help inspire and educate our TA.
Rationale
Social posts
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Hall of Sustainability Exhibition launching
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Minigames-related content.
Boost exhibition awareness while also keeping TAs informed and inciting their interest.
Digital Signage
Announce the exhibition launch and include a QR code to the GreenPoint site.
Address wider demographics and expand exhibition recognition and visits in highly congested areas.
Rationale
Rationale
Student video interview
Personalization tactics to reinforce the emotional connection with the key message through one's identity and learning journey.
Hashtag for user-generated content (UGC)
Considered reliable for its unfiltered viewpoints and unlimited authenticity. Crafting compelling narratives to foster emotional connections and lasting impressions, inspiring others to take action and join the trend.
Rationale
Rationale
