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Dr Kluwer advises Law students
An intriguing campaign aimed at Belgian law students. The campaign, planned for the start of the academic year, was designed to promote the massive savings students could make on essential law publications and resources.
Approaching the target audience from a variety of angles was a major focus of the campaign, in order to ensure the maximum exposure for the message and to increase its viral potential. Particular effort was made to avoid stereotyping or patronising the target audience.
A tongue-in-cheek poster and leaflet parodying the cheesy, hard-selling 'miracle product' adverts of the past. The doctor has the ultimate "scientifically tested" formula to help law students succeed., This was used to introduce "Dr Kluwer" and to draw the audience to the online campaign site.
On-campus teasers and traffic builders were employed to ensure that the message reached the largest possible audience. These included communication directed at the students within the lecture-theatres.
The entire campaign was both straightforward and well-defined, taking into consideration the target audience and building a lot of interaction triggers around the actual offer.
The campaign differentiated the Kluwer offering from the competition, built traffic to partner selling points and created a positive customer brand experience.
www.dokterkluwer.be |
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