In an effort to generate more awareness of
the Melbourne homlessness concern, Homefulness has embarked on a gorilla
marketing campaign designed to direct people onto the Homefulness blog and
Facebook page. We see this as an important part of our online marketing and
believe that it will generate traffic on our sites. The campaign focuses on the
common ideal that homeless people live in cardboard boxes. Although this is not
always the case there is a common perception by the general public, manly
thanks to Hollywood that homeless people live in giant shanty towns made up of
oversized cardboard boxes. Understanding this, we aim to accentuate this ideal
by creating mini house’s made out of recycled cardboard boxes. We indent for
people to make the connection that for a lot of homeless Melbournians a
cardboard box is sometimes as close to home as they can get. Each box will have the Homefulness brand
displayed on the roof and side and a laminated sign directing people to the
Homefulness blog and Facebook.
Other then generating traffic on our blog
and Facebook we are purposely building our Homefulness brand around the
cardboard box. It is our intention in future campaigns and events to incorporate
the use of recycled cardboard boxes to the extent that when someone sees a
cardboard box on the street they will think of the Homefulness brand.
Together, let’s make the world a homeful
place.
Strategy is really good in a way of people would really think on you guys if they see a Cardboard box. Other then this it would be good if you guys can run a campaign in pre schools by helping those children to build a cardboard houses, when ever the children finish schooling they would take that back which will reach the parents. Rather than putting them out of the houses it would t one take one step higher. Recently pre schools children’s are building some hand work each week.
ReplyDeleteHung- Jay restaurant
ReplyDeleteI like this idea very much but do you guys think of put some colour on the cardboard box to make them more attractive and easier to get people curious that could make your box remarkable.
Great idea, getting school involved is a really good idea too, as with a splash of yellow. I"m just a little unsure of what is the clear call to action? Is there going to be a follow-up campaign? Once you receive all this positive social and outdoor media attention, is there going to be a 'cardboard collection box' that one may be able to donate any loose change? Or canned food? Or spare clothes?
ReplyDeleteAll fantastic ideas, thanks guy's. Maybe children from homeless families could help to build the boxes. My concern would be that if we got children from pre schools to make the boxes it may seam like child labour.
ReplyDeleteit will not be a child labor ...coz it would be hand work shop. if they get that back home, it would reach their parents.
ReplyDeleteI agree that it wouldn't really be seen as child labour. We've all had to make various hand crafts when we were younger in play school and this could be a similar type of activity, in fact getting children from homeless families to help out in this way, could actually help them out by getting their inner creativity out in to the open, and im sure the children and their parents would be quite appreciative of this and it could help spreading your brand name around the community.
ReplyDelete