Innovatives Niedersachsen Case study In-Banner Lectures by OMD Hamburg

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In-Banner Lectures

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Industry Education
Media Case study
Market Germany
Agency OMD Hamburg
Released June 2012

Awards

Cristal Awards 2012
Media Cristal SERVICE (OTHER THAN FINANCIAL) EMERALD (BRONZE)

Credits & Description

Category: Best Localised Campaign
Advertiser: INNOVATIVES NIEDERSACHSEN
Product/Service: UNIVERSITIES OF LOWER SAXONY
Media Agency: OMD, Düsseldorf, GERMANY
Managing Director: Oliver Stroh (GFMO OMD)
Director Planning: Serge Lampaert (GFMO OMD)
Group Manager Planning: Stefan Ehlers (GFMO OMD)
Media Planning: Gerdi Rudolph (GFMO OMD)
Media Planning: Ines Izquierdo (GFMO OMD)
Media Planning: Kathrin Zobel (GFMO OMD)
Online Planning: Andrea Sunkel (GFMO OMD)
Group Manager Online Planning: Tobias Groove (GFMO OMD)
Media Planning: Magdalena Lontkowska (OMG Outdoor)
Managing Director: Fabian Frese (Jung von Matt)
Art Direction: Philip Bartsch (Jung von Matt)
Art Direction: Damaris Beese (Jung von Matt)
Text: Francisca Maass (Jung von Matt)
Managing Director Consulting: Henner Blömer (Jung von Matt)
Project Leader: Susanna Düsing (Jung von Matt)
Senior Project Manager: Wolfgang Philipp (Jung von Matt)
Junior Project Manager: Maren Haverkamp (Jung von Matt)
Media placement: Online: Wallpaper, Wide Skyscraper / 8 Creatives - Student-Related Sites And Sites Of Popular Youth & Student Magazines With Regio Targeting - 17 October 2011
Media placement: Online: Social - Facebook Marketplace Ads (Regio Targeting) - 17 October 2011
Media placement: Ambient 1: "Coffee To Go" Cups - Sampling In University Gastronomy (Canteens/cafeterias) - 17 October 2011
Media placement: Ambient: College Cards / 7 Creatives - Sampling At Universities And In Student Gastronomy - 17 October 2011

Insights, Strategy & the Idea
In Germany, the competition among universities for every single freshman has become increasingly fierce as students are much more flexible in their choice where to study. Key decision drivers are the “style factor” of the city (e.g. Berlin), the scientific reputation of the university (e.g. University of Heidelberg) and the study conditions.
Unfortunately the universities of German State of Lower Saxony are not first choice in style factor or reputation. But it offers excellent study conditions like exciting courses, highly engaged professors and less cramped lectures.
The Insight: We know that beside third party information the personal experience is one of the most important decision drivers.
So we decided to let the potential students meet their future professors by creating the first ever digital university product sample: The idea of online banner lectures was born.

Creative Execution
Instead of waiting for the students to proactively look for information on Lower Saxony universities we brought the campus to them by integrating the two crucial assets in our communication: lectures and professors. The latter not only represent the souls and faces but also the product of the universities and therefore were the ultimate campaign testimonials.
We created a very exceptional stage for the professors - wooden boxes having the format of a skyscraper online banner - and let them hold three minutes lectures about extraordinary topics. These interactive and entertaining audio-visual banner lectures were placed directly on all relevant student and career websites, proving that Lower Saxony universities are not only innovative but also personally likeable!
Like a food company sampling a free snack to consumers, we sampled the university to the students.

Results and Effectiveness
We created a best in class communication solution turning the market challenges into opportunities.
Apart from 1.3 million impressions online and 300 thousand impressions via ambient the campaign received a great number of multiplying PR contacts in the German press and also international acclaim.