ROLE it in is an Integrated Marketing Communication campaign that aims to educate the public on the act of graciousness. In particularly to be a role model in returning FairPrice’s Trolley after using. It hopes that after implementing this campaign, the rate of abandoned trolleys around the Jurong West area is reduced.

 

The idea of the overall campaign is to have mini exhibition in 3 primary schools around Jurong West area to educate the students on the issue on abandoned trolleys in that area. Through this, it hopes to get them to be advocates to encourage grocery shoppers to pledge with them to return the trolley after using, in hopes of achieving a more gracious society.

 

This exhibition aims to encourage students to be a role model to their home’s grocery shopper to return the trolley after using them. The exhibition consists of 5 facts and stories about abandoned trolleys, together with a publicity video which was shown at the assembly outreach show. During the exhibition, a postcard was given to students whereby they have to bring it home and give it to their homes’ grocery shopper to sign and pledge that they will return the trolley after using it. ​

 

The marketing tactics that were used for the campaign was interactive and direct marketing as we felt that it would be able to reach to our target audience more effectively and to achieve our campaign objectives. Interactive marketing was used to gain awareness and suspension of the ongoing campaign. In addition, direct marketing was used to engage our target audience (primary school students). Through this tactics, we hope to achieve our campaign objectives. 

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