WHEN ? TURNS TO !
‘When ? turns to !’ is part of a project-based course of Professional Communications major. The assignment for my team, Suave, was to establish RMIT International Office online presence via Facebook page.
Our team started the campaign by identifying the problem and current landscape of RMIT fanpages. We observed that international students do not have their official fanpage and there were lots of communication noise owing to other RMIT Facebook pages.
Suave then proceeded to define target audience and their insights.
Primary Audience
Current RMIT Vietnam's international students coming from France, Germany, Denmark, Australia.
Secondary Audience
- Prospective international students all over the world
- RMIT Vietnam's local students.
Insights
International students are known to be very independent, they are also willing to take risks and make the most their university life. Hence, university knowledge is not the only thing that they pursue. However, international students are different from backpackers. They don't come to Vietnam with a mindset of traveling and escaping reality, but to open their eyes and learn new things. Therefore, international students require a more insightful and profound experience in their journey.
Based on these insights, our team came up with the key message
RMIT University brings international students to be a true explorer in-and-outside of school.
and big idea ‘When ? turns to !’ with cool, engaging online and offline key hooks such as reaction videos, ‘? to !’ series; free postcard service booth, etc.
WHEN ? TURNS TO !
This key series wants to show the exquisite difference between Vietnamese and Western culture.
It plays with the idea of the ? of curiosity to the ! of excitement of our exchange students.
VIETNAMESE SLANGS
To become a local, you need to speak like one. So, in this series, we break down common Vietnamese phrases for our foreign friends to pronounce more easily.
REACTION VIDEOS
Culture shock is always fascinating to watch. So, this series set out to do just that!
Episode 1 - VIETNAMESE FOOD
Episode 2 - VIETNAMESE MUSIC
Episode 3 - CHRISTMAS ABROAD
POSTCARD SERVICE BOOTH
For offline attraction, we offered free postal service for our foreign students so that can share their amazing time in Vietnam with their friends and fams back home.
During the campaign, my main responsibility was Team Account, handling communication between Suave and client/lecturer. Furthermore, I also acted as secondary designer for some Facebook posts to leverage workload for our main personnel.
In the end, the campaign was a massive success, gaining exposures from international students in both RMIT Vietnam and in key markets such as France, Denmark and Germany. Over the course of 2 months, we gathered 1000+ fanpage likes and 92,000 reach; 122 postcards sent with countless visitors at our mobile booths.
It was even featured on the RMIT School of Communications official Facebook page, RMIT Nexus Creative Showcase 2018 and our team was invited to RMIT Networking Night for exhibition to industry players.
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