The Dollarama Campaign

To originally promote the Moral Meter project, our class was split up into groups of 4 people. We were then given a $100 budget and asked to get as many people to the Moral Meter website as possible. Being that $100 is a limited budget, we came up with the Dollarama Campaign. We registered a website (findoutwhy.ca) in order to redirect people easier. We chose that website name because of its ambiguous connotation which tied into the ambiguity and randomness of the other aspects of our campaign-- not too mention the Moral Meter project was nowhere near finished and we had received very little information on it as it was.

Another small portion of the budget was spent printing up stickers with the website name on it. With these, we used guerilla-style marketing tactics and posted them all over the University of Waterloo campus, as well as various places in Toronto.







The remainder of the budget was dedicated to purchasing random, eye-catching items from Dollarama, writing the website on them, and placing them around campus. These proved to attract a lot of attention and resulted in a large amount of hits. Some of the items are depicted below:













The campaign was a total success and generated one of the largest amounts of hits out of the entire class.