Case: Romantique (l’amour pour IAM)
My Role: Strategy, Concept, Design, Copy and Art Direction
Problem
1. Students and companies in the creative interactive industry have trouble finding each other.
2. Students are not motivated to participate in any initiative outside school.
Insight
1. Both parties are inaccessible to each other. They simply don’t know where to look for each other.
Concept
‘Romantique’. Based on a passion for the industry both students and companies have lots of common ground. Through a series of online questions students where linked to representatives of several companies. In a large dating event on a romantic and informal location in Amsterdam the students got to talk with their dates. The event was combined with workshops about flirting during a job application, how to dress good and the power of confidence.
The concept had a smart marketing strategy designed to motivate student to participate. Weeks before the official launch several teasers (extremely large posters with corny love quotes) were placed within the school building and on the intranet. We also distributed 300 red roses with the logo attached to them in a mysterious ways around the school.
Result
- The event was completely filled. More than 100 students came for their dates
- 30 top companies from the industry participated. We were sponsored by Microsoft.
- Many contacts were made. Many students got a position somewhere because of the event.
- The event was such a success (graded A+), it still succeeds today.
http://blog.iamthemedia.nl/romantique-pour-iam-onthult-zich-als-banenmarkt
http://www.marketingfacts.nl/berichten/20070118_romantique_pour_iam/
No comments:
Post a Comment