Client
The British Computer Society
Sector
Technology
Business
Qualifying body for Chartered IT Professionals (CITP)
Objective
Past advertising and promotion within the society had been notoriously conservative - with bland colours and images of computer monitors the norm. Our challenge was to develop a unique creative approach to market the new e-Citizen qualification – 'a fun and friendly way for people to learn how to use the internet and email’. The campaign was intended to help raise awareness of the programme, highlight its benefits and increase numbers undertaking the qualification.
Activity
Following research in a number of the target sectors – senior citizens, teenagers and those in the workplace - one thing became clear; the internet was a place where you could stumble upon amazing facts without really looking. This observation formed the basis of our creative approach and was executed with bright colours and a contemporary font. All without a computer, keyboard or mouse in sight.
Results
This simple yet striking campaign was an overriding success, leading to the Award for 'Best Practice in Product Marketing' at the ECDL Foundation Licensee Awards in Dubrovnik, Croatia. In the words of the judges "the campaign certainly got people talking and as a result, more people visited centres to see what else was on the web".
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