GET SUCKED INTO SCIENCE by EDITION LAMMERHUBER for AUSTRIAN ACADEMY OF SCIENCES

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GET SUCKED INTO SCIENCE

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Industry Colleges, Universities & Education Centers
Media Promo & PR, Case study
Market Austria
Agency EDITION LAMMERHUBER
Creative Director Lois Lammerhuber
Editor Johanna Reithmayer, Andreas Schwab
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: AUSTRIAN ACADEMY OF SCIENCES
Product/Service: EDUCATION
Agency: EDITION LAMMERHUBER
Date of First Appearance: May 13 2009 12:00AM
Entrant Company: EDITION LAMMERHUBER, Baden, AUSTRIA
Entry URL: http://www.planet-austria.at
Creative Director: Lois Lammerhuber (Edition Lammerhuber)
Managing Publisher: Silvia Lammerhuber (Edition Lammerhuber)
Director of International Research Programmes: Günter Köck (Austrian Academy of Sciences (International Research Programmes))
Graphic Designer: Martin Ackerl (Edition Lammerhuber)
Prepress Production: Birgit Hofbauer (Edition Lammerhuber)
Editor: Johanna Reithmayer (Edition Lammerhuber)
Editor: Andreas Schwab (Edition Lammerhuber)
Corresponding Member of the Austrian Academy of Sciences: Werner Pillar (Austrian Academy of Sciences)
Creative Media Consultant: Daniela Krautsack (Cows in Jackets)
Media placement: Book - Introduction Of Book At Yearly Event Of The Austrian Academy Of Sciences - 13/05/2009
Media placement: Newspaper - Supplement - 17/05/2009
Media placement: Website - Internet / Download Book For Free - 13/05/2009

Results and Effectiveness
A study by the ÖAW revealed that 400 key decision makers in politics/science (+Austria´s Federal President Heinz Fischer) acknowledged the project. Huge press coverage with ~4,500,000 contacts. All 676 high-schools now use it in teaching. 33% of 232,452 students express an increased interest in studying science. The low-cost campaign focused on the key insight: approaching the TGs unconventionally and by surprising. Branding the content = main goal which proved to be extremely effective. It influenced many high-school students to consider working in science and might result in future Austrian Nobel Prize winners and a benefit for the global society.

Creative Execution
The book as the main communication vehicle consisted of 33 shortlisted research projects. The photographer Lois Lammerhuber interviewed all scientists from the angle of an interested non-expert of science which resulted in answers that were easy to understand. Creative focus was to highlight the faces behind the projects and their passion for their extraordinary research work. Support by traditional mass media: a newspaper supplement with a 36 question quiz offering valuable science-related prizes distributed in the daily newspaper KURIER. Clever placement for higher efficiency in the Sunday edition which doubles its print run: copies are stolen from the newspaper boxes offered in the streets that day. It was also handed out to 237,450 students with associated material (science poster and a 120 page popular science journal). A website offered free download of the book. A science forum evolved from the PR efforts around the book. The quiz prizes built a communication bridge between scientists and students.

Insights, Strategy & the Idea
BO: exhibit research projects to TG 1 + stimulate TG 2 to become scientists. CO: promote their state-of-the art research. TG 1: Key decision makers of politics, science & culture who financially support and backbone the image of the Austrian Academy of Sciences (= ÖAW). TG 2: Austrian Highschool students (14/19 years) and teachers to raise awareness for the ÖAW and to get them enthusiastic about science. The relationship between the high-schools and the Academy was nonexistent. Science has the image, look & feel of being unsexy. The ÖAW has the image of an old-fashioned institution. The public hardly knows about their scientists’ world-class achievements. The language of scientific papers overburdens non-experts. Challenge: change this perception. Solution: Turn sophisticated research projects into a classy and unconventionally designed format, clear to understand. The book is an image tool and an eye-opener. Science can be sexy - explained in an uncomplicated way.