DREAM VENDING PROJECT
Project:
Dream Vending
1
DREAM VENDING PROJECT
The team:
Emi Pham – Bachelor of Professional Communication (Vietnamese) – Exchange student from
RMIT VIETNAM
Eric Liu – Bachelor of Communication and Media (Chinese)
Justin Tan – Bachelor of Communication Design (Singaporean)
Vickie Deng – Bachelor of Communication and Media (Chinese)
Zhihao Seow – Bachelor of Communication Design (Singaporean)
From left to right: Justin Tan – Zhihao Seow – Vickie Deng – Emi Pham – Eric Liu
2
DREAM VENDING PROJECT
From left to right: Justin Tan – Zhihao Seow – Eric Liu – Vickie Deng – Emi Pham
A.
Project brief
1.
Why we did it
We realize that due to modern technology and piles of work and assignments, we, our friends
and many other people tend to get lesser sleep. Sleep has been fighting an uphill battle to get into
our hectic schedules, with some even going as far as to call it overated. However, experts
recommend that proper sleep hygiene would require us to sleep for 7 to 8 hours, around the same
time everynight. Therefore, we have decided to remind the current generation about the joys of
dreaming with Dream vending project. With this project, we hope to encourage RMIT students
and staff to explore the vivid world of dreams and eventually instill a culture of proper sleep
hygiene.
2.
Project: Dream vending
Tagline: Best ideas come from dreams
3
DREAM VENDING PROJECT
Dreams – a series of experiences where extraordinary things happen. Best ideas and imaginations
are conceived in dreams.
Without dreams, Paul McCartney would never have written Yesterday; we would never have
sewing machines; and Team Edward and Team Jacob would have nothing to fight for. However,
for dreams to happen, we have got to sleep.
The Dream vending project is designed to be a platform for dreams to be shared. The dream
vending machine is a machine that dispenses dreams collected from all over the world
(especially Melbourne, our friends in Vietnam, China and Singapore) and displayed in RMIT
city campus. These dreams are collected from Twitter and Facebook platform then visualized in
the forms of pictures to be filled in the machine. After the debut of the dream vending machine,
RMIT students and staff can get dream tickets from the machine, talk to us about sleep habits as
well as share their dreams. The front of the dream ticket is the illustration of dream which is
submitted to us and the back is a set of tips that guide recipients to have a lucid dream.
B.
Aims
•
To promote sleep as a desirable activity
•
To collaborate with Student Services in RMIT to promote good sleep habits among
RMIT community
•
To create a unique campaign inspiring people which combines intangibility of sleep and
tangibility of what we are going to do
C.
Scope
•
Who:
Primary target audience: RMIT students and staff, who will have directly interaction with
Dream Vending team and the Dream vending machine.
They are working and studying in RMIT University, especially in the city campus. They
may procrastinate their sleep due to modern technology, piles of work and assignments
and suffering from hypersomnia or insomnia. Besides, they may think that 24 hours a day
are not enough for them to fulfill their daily duties or entertain themselves. The number
of RMIT students and staff is large enough to matter and they are easy to reach via RMIT
website, RMIT intranet, bulletins, newspapers and social networking sites as well.
The primary target audience are active and curious so they might be easy to be attracted
to the Dream vending machine and our marketing materials. They are willing to get
involved in school activities and share new things with their friends.
Secondary target audience: Everyone in all over the world: The scope of the project could be
broadened due to social networking sites such as Facebook and Twitter.
•
Where: Bowen Street, near The Hub's Cafeteria entrance at RMIT City campus
•
When: From 07/10/2013 to 11/07/2013
4
DREAM VENDING PROJECT
D.
Key message
Having a good sleep habit does not only bring you a good health but wonderful dreams as well.
E.
Tactical efforts
a.
Online
1.
Collect dreams: Encourage people to submit their dreams online via Dream Vending
Facebook and Twitter using hashtag #dreamvending
2.
Interact with the audience: Update Facebook posts, reply to others’ comments and
messages, tweet.
3.
Go viral the promotion video and campaign posters
4.
Inform and remind the audience about the process of the campaign via Facebook status
b.
Offline
1.
Raise awareness of the project: paste posters in public places and lifts
2.
Grab attention of people: all the team wear the Dream Veding T-shirts during the time the
campaign happens
3.
Interact with the audience: while displaying the Dream vending machine, the team try to
generate conversations with the audience to get the message across
4.
ball)
The Dream Vending machine: filled up with capsule balls (a dream ticket per capsule
5.
Side merchandise given to the audience to spread the campaign: T-shirts, plush toys, door
handles
F.
Project results
1.
Online results
-
169 fans on Facebook page
-
87 comments
-
665 post likes
-
Reached almost 7000 people
5
DREAM VENDING PROJECT
2.
Offline results
-
Distributed 300 dreams
-
Engaged with each and every staff and students who tried out the vending machine
-
Some became brand evangelists: they brought friends down 3 days in a row
-
Had many conversations about dreams and sleep
3.
Receptions of the audience
This is such a cool idea, I dont have dream at the moment, can I share my dream via your
twitter or facebook?
-
What do those mascots mean? They are so cute!!
-
I just love your campaign concept, keep working on with it.
-
Is there any way that I can get a plush toy or t-shirt?
-
Thanks, thats so sweet, it definitely made my day.
-
I will share my dream with u guys tomorrow morning, and can i get a t shirt?
-
Which course is it? I wish I can take this course in next sem.
G. Reflection on the results
1.
Online results
The online numbers such as Fans, comments and likes on Facebook are not very high. We did
not have many activities or much interaction on Twitter as expected. We realize that it is not easy
to generate content on social networking sites or to attract many fans for a brief period. However,
people who reached us on Facebook showed their great interest in our campaign which could be
considered as our success.
2.
Offline results
The metric of success could be the amount of people we connected with on the ground, we talked
to around 350 people about sleeping habits and dreams. We shared the key message and our aims
while the audience shared their dreams and their feelings towards our campaign. Many people
were excited and impressed by our campaign materials as well as the creative idea of the
campaign. To us, the attitude of people who had conversations with us is the greatest measure of
the campaign success.
H.
Future plan
6
DREAM VENDING PROJECT
In the future, the team will continue to maintain the Facebook page as well as Twitter to collect
dreams from people. We also try to collaborate with illustrators to illustrate more dreams in order
to spread the message of sleep hygiene.
The mascots of the campaign (the pug lion, the flying pig, the rhinokoi, the pufflingo, the sushi
sloth and the ballet cat) have won the audience’s affection. Therefore, the team intend to expand
on the mascots of the campaign in various ways via various media.
Moreover, the team members come from different countries (Singapore, China and Vietnam) so
we plan to speed up spreading the campaign as well as the key message in our own countries.
I.
Potential future collaboration
1. Sirene water
Sirene ® is a new unique brand of bottled Australian spring water that is handed out
for free to raise awareness about current social issues. They are a social enterprise
founded by RMIT graduates.
Sirene water wants to incorporate us in some ways in their next bottle campaign
where they are helping promote sleep hygiene.
2. Books Actually
Books Actually (established in 2005) is an independent bookstore specialising in
Literature in Singapore (including obscure and critical works). In this bookstore,
customers can often find literary trinkets in the form of stationery and other lovely
tchotchkes. They publish and distribute books under our imprint Math Paper Press.
They also hand-stitch notebooks and produce stationery under Birds & Co.
Books Actually is a possibility to have a vending machine dispensing dream tickets in
their shop.
7