Minor Project: Honey, Bee Green

Ng Jia Jin (0331589)
Minor Project
26/8/2019 - 27/11/2019 (Week 1- Week 14)
Honey, Bee Green Campaign


For Minor Project, we have to collaborate with a social enterprise call Build For Tomorrow. Build For Tomorrow is a non-government organisation (NGO) that was launched in 2014 to identify needs for solutions to improve sustainability lifestyles and to improve the performance of the built environment. They are also the people behind Earthship. Earthship is basically a self-sustainable house that is made out of natural and upcycled materials. Their main objectives are to create a comfortable yet affordable space for the people in need.

For our part, we have to work as a team and to come out with a campaign to promote Earthship and also sustainable lifestyle. Throughout the 14 weeks, we have to brainstorm and to create a campaign with minimal budget in mind.



Gantt Chart

This is the gantt chart that records me and my groupmates' tasks throughout the 14 weeks of campaign planning.






Campaign Planning Document

Here is the details about the campaign that we came out with from the start to the end of the campaign.




Final Presentation Slides

The final presentation slides that my group has presented to Ruben Cortes and the rest of the panel.






Weekly Reflections

Week 1
There were not much going on during the first week except to form a group of 4 to kick start our project for this module.

Week 2
I took quite some time to get used to the pace of the module because I'm still not used to collaborating with real world clients. It was quite a challenge but we pulled through as a team.

Week 3
It is hard to link all the little ideas that we listed down for our campaign. We need to find the core element that links everything together as it's more challenging than I thought. Everyone cracked their head and we still couldn't think of one.

Week 4
After figuring out the core element that we need for our ideas. We have to get started with the relevant interviews and data that we need to keep expanding our ideas. I also learned a lot from our visit to Seamus Hyland's house. His house is one of a kind in Malaysia and we sure gathered a lot of important and necessary information for our campaign.

Week 5
This is the first time the team has fallen behind a little due to our last minute additions. It was hard for me because we have to finalize our ideas but at the same time we have to finish up the interviews and data collection as well.

Week 6
We titled our campaign as Honey, Bee Green to mimmic the bee's movements. I realize that planning for an ARG certainly isn't easy because we need to think of every aspect of it, from the players' engagement and the ARG's flow.

Week 7
I totally forgot about the campaign's main objective while planning the ARG which is to promote Earthship. I felt a little lost at this point because we have to go back and forth to reconnect our ideas and Earthship's objectives.

Week 8
Keeping the players engaged certainly wasn't an easy task at all. Besides that, we also have to put more planning and effort at the connection between the players and real life via the ARG.

Week 9
This week is where the real challenge comes in. We had to scrap our storyline and then think of a new one because the original storyline doesn't really connect to the people in Malaysia. At this point, we all have to buckle up and to increase our pace.

Week 10
We have to start creating tabloids and also things that make the whole storyline seems real to the public when it's actually fake. Since I'm good with it, I'm given the task to do it.

Week 11
Everything is about the be finalized but one thing that lacks is the user journey flow. We have to make it so that it will help the panel of judges to visualize our whole user journey flow as a player better.

Week 12
We went through the mock presentation and it was all over the place. We have too much things going on at our slides and we have to cut it short and go straight to the point during our final presentation.

Week 13
Everything is ready and the slides sequence are good to go. I am confident that during the final presentation, my team will be able to present a solid campaign.

Week 14

All our hard work has paid off as the panel of judges liked our ARG concept idea. We are happy and relieved at the same time as we worked hard for this project. Although there were a few obstacles along the way such as sudden change of story concept but at the end of the day, we still manage to go through it. We certainly learned a lot through this project as this is one of the few projects that we collaborated with real life clients and to come out with a solid campaign.