Orbis "Feel it" Ad Campaign
Fund raising campaign for Orbis
Fund raising campaign for Orbis
(Group project by Lam Hiu Hon, Lo Yun Lam Daniel, Pang Lap Wai)
Background:
The purpose of this campaign is to raise fund for Orbis. Orbis is an international organization dedicated in saving sight and preventing blindness worldwide.
Message:
People with eye disease get many inconveniences daily.
Objectives:
We use the concept of “Put yourselfinto his or her shoes” to let target audience to feel others’ feelings and encourage youngsters to care the people with eye diseases.
GET TO BY
Get : Young Adult (aged 18-25)
To : Be aware of the people with eye disease anddonate money to them
By : Giving youngsters an experience of how’s their living
Tone and manner:
Funny, casual and warm
The purpose of this campaign is to raise fund for Orbis. Orbis is an international organization dedicated in saving sight and preventing blindness worldwide.
Message:
People with eye disease get many inconveniences daily.
Objectives:
We use the concept of “Put yourselfinto his or her shoes” to let target audience to feel others’ feelings and encourage youngsters to care the people with eye diseases.
GET TO BY
Get : Young Adult (aged 18-25)
To : Be aware of the people with eye disease anddonate money to them
By : Giving youngsters an experience of how’s their living
Tone and manner:
Funny, casual and warm
Stage 1
Arouse Awareness
Roadshow: Selling earphones
Arouse Awareness
Roadshow: Selling earphones
At first, there will be a banner ad in Yahoo! homepage topromote the earphones. But people should click inside and like the page “FeelIt”of Orbis in Facebook first in order to buy the earphone.
After that an outdoor event will be set up at the shoppingcentre in Mong Kok, such as the Langham Place. Limited edition of earphone willbe sold at a price of HK$20 and the revenue will be donated to Orbis. Theearphone is crossover with some youngster’s brand, i.e. Quicksilver and Roxy.
After that an outdoor event will be set up at the shoppingcentre in Mong Kok, such as the Langham Place. Limited edition of earphone willbe sold at a price of HK$20 and the revenue will be donated to Orbis. Theearphone is crossover with some youngster’s brand, i.e. Quicksilver and Roxy.
Stage2
Provide Information
Roadshow: Listening to the stories
Provide Information
Roadshow: Listening to the stories
The buyers of the earphone can plug their new earphone to the holes intry-out area. Different holes will provide different soundtracks. For example,stories from someone who got eye disease, some works like music, novel done bythem. Each of them last for about 2 minutes.
Stage3
Call for Action
Experience the “special” facebook
Call for Action
Experience the “special” facebook
After few days, people will notice that the facebook page“Feel it” invite them to go to a website to try a special vision of facebook.
Stage 4
Retention
News updated in Facebook
Retention
News updated in Facebook
Since people have “liked”the Facebook page Feel It, we cankeep them update to Orbis latest news like events and status through Facebook.
