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paradise del sol
RMIT Asian Association
Marketing Campaign
Idea, concept, strategy, creative & copywriting
Welcome to Paradise Del Sol - an incredible day party held at an exclusive beachside venue! Meet new people and unlock meaningful conversations against the backdrop of a beautiful beach sunset, and funky music genres each hour.
We've noticed that our audience is shifting away from the trend of the late night (early morning!) clubbing nights, yearning for something new and more meaningful. A night they can actually remember and meet new people in a place where they can actually see and hear themselves think, away from the dark, stuffy nightclubs. To have insightful conversations, and learn something new about both others and themselves.
As RAA's first ever day party and the first of its kind in the Asian uni social club scene, we took a huge risk with this event, and such a grand, new event called for an equally innovative and captivating marketing campaign.
executions.
RAAnonymous Facebook Page
Inspired by a brainstormed noticeboard activity and the intimate, vulnerable and conversational aspect of this event, the RAAnonymous Facebook page is a virtual confessions board, similar to the likes of UniMelb Love Letters and MonUni Love Letters.
This acted as a non-conventional teaser, the 'soft launch' of Paradise, as it was launched a week before our official promo. To capture the attention of our committee's audience through their recommended and friend activity, and an established following before the official 'hard launch' of our event.
To ensure this happened, our committee were encouraged to engage with the daily drop of confessions, tag their friends and invite friends to like and follow the page.
The page saw a combination of funny, heartfelt, embarrassing 'confessions' written by our committee and 'event' submissions which teased selling points of our event. For example, beach, sunset, conversation, music genres, raffle prizes ect.
Our most successful 'confession', gaining international reach and engagement.
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Because of the success of RAAnonymous and its popularity amongst our peers, a physical confessions board was made at the event for patrons to write their own confessions and pin them up for everyone to read.
The most interesting submissions were posted on the Facebook page after the event.
Instagram Story Teaser
To capture the power of user-generated content, especially for our target audience of university students, and capitalise on our committee's individual reach on their personal social platforms, we posted one of six videos on our personal Instagram story.
This initiative consisted of six videos taken from at the venue with snippets of music from our chosen genres in the background, featuring a sticker link to the RAAnonymous page with customised sticker text '🌅🏝🫂🍹🎶' and the date to the event.
Each committee member posted a different video, encouraging the audience to keep watching everyone's stories.
Official Promo
Posted by each committee member with a personalised caption and the official RAA Instagram and Facebook accounts - the 'hard launch'.
Promotional TikToks
Venue Hype Video
Sponsorship Raffle
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Music Genre Teaser
Similar to the method of our event teaser stories, each committee member posted one of three of the following videos on their personal Instagram story - afrobeat, house or jazz. Each video included an array of album covers of songs that were in each genre's playlist that we had curated, the set time, and a short blurb.
Post-Event TikToks
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