May 2014

Non-Conventional and Creative marketing
Final Project – Foldable bags campaign
Round Up

The message we wanted to pursue with this campaign compiles itself in one phrase, -“small changes adds up to big changes”-. Our campaign literally brings to life our message. And at the same time gives a useful bag in a location where people are most likely to use it. A second giveaway will add interactivity to the experience; this will only be given on certain locations due to its use. For this one the message is a bit different but is relevant to the cause and mostly to the action we are looking to increase. This message is: “give it… someone will catch it”.

The tone of the two ideas we created is very simple and straight to the point, we developed a variety of foldable shopping bags (see appendix a.1), different designs reflecting a message for each different fundraiser, the point of the campaign is to symbolize the action of giving a small contribution could make a big impact on a person in need. The bag in its folded state will look spherical symbolizing a coin, with the image of an Agorot printed on it, when the bag is unfold it becomes much bigger and will contain a strong image with a short message on it, logo and web site of Round Up as well (see appendix a.1).

The second idea is a giveaway as well but this time only to be given in the main beaches of Israel together with the foldable bag. It will be a white Frisbee (see appendix a.2) with the same design of the bag concerning to only one charity organization. The Frisbee will contain the short message: “give it… someone will catch it”, referring to the literal action of what Round Up does.

The following point to discuss is where are we going to distribute our campaign and why. Big malls or shopping center is the first stop, supermarkets and large grocery stores, as well “teva”markets (organic), What do all this places have in common? People spend money in large amounts using mostly their credit cards, there is a large public to create the awareness needed, and more important the shopping bag will have an immediate use. After thinking it through we consider that large amounts expenditures make easier to round up the bill to the next shekel than smaller amounts. As we say in Spanish when you are spending a lot, that extra contribution is “easier to digest”, than in a smaller bill.

The purpose of these ideas, either the Frisbee or the shopping bag is not only to catch the attention and arouse curiosity of people using it, moreover both element will be used and exposed in public places, catching others people attention, we think that the message is clear and direct enough in order to people understand the idea, then this people hopefully will feel attracted to join the organization, and increasing the number of donors the idea will spread by word of mouth, meaning that users will say to their friends that they have joined the organization and will invite them to join as well.

Appendix
A.1

A.2