We segmented the key audiences into three distinct groups: students, corporates and education partners. Consequently, our creative idea needed real breadth, to engage these audiences at every interface.
Our positioning – ‘Making Digital Click’ – captures that moment in education when a seemingly difficult or impenetrable subject is clearly illuminated. It’s that powerful moment when students ‘get it’. To bring this to life, we created a campaign based on a series of pithy headlines informed by a real knowledge of the subject and executed with informed wit.
These were fine-tuned to both our channel and our audience, making each individual piece of creative resonate as strongly as possible. Our idea was easily adapted to a wide range of media including press, brochures, exhibition stands and online.