The Adventure

The Ad Venture is a project that was started as a means of encouraging people to follow their dreams. The initial concept of this project was to donate one dollar to an individual's bank/GoFundMe account. The people that we focused on were homeless people. We walked around and asked people for their stories. We asked them what they wanted to achieve in their lives and so on. As for the social media strategy that we had initially, we were going to share their stories on Instagram, Facebook, YouTube and Twitter. We had called this project “Dollar Power”. 

 

The Challenge 

 

But unfortunately, the initial concept was rejected because RMIT University has a strict no fundraising policy. So instead of raising funds from the students inside the RMIT University, we decided that the aim of this project will be to demonstrate whether it is possible to successfully market or rebrand a product or service to a target audience by only using completely free platforms.

 

Soon after that, we developed a more refined concept that would be in regulations with RMIT University. This improved concept would mainly focus on promoting and marketing a product or service using free platforms and video documenting Carol's life. The free medium (website) that we chose to promote Carol's cards is Wix.com. The reason that we decided to film videos is that content marketing has significantly changed compared to the last decade. People access media content on digital services more than newspaper or leaflets.

 

Here are the three different videos that will be shooting for this proposal:
 

1. 3 Minutes Documentary: Carol Wong's story 

2. 60 seconds Commercial: Introduction to Carol's cards 

3. Behind the scene/vlogs: One of our members (Longyao) will be vlogging the whole process of the project and uploading the video content on Instagram in order to document how we will overcome the challenge. 

 

The documentary about Carol will be uploaded to her Facebook and Instagram page. The BTS will be on our Instagram page.