The number of people downloading the campaign videos through Bluetooth was larger than the number of hits the campaign website had received in almost 8 months
The challenge
Our brief was directly to encourage more young people to take science and maths at A Level, as well as get their parents to encourage them to do so too. As part of this we needed to demonstrate the magic and fun of studying science, as well as the range of exciting and lucrative careers that studying science and maths leads to.
Our response
From the very start we stressed the importance of making science and maths relevant to young people. We needed to show both young people and their parents that rather than a dull career, studying science and maths gives you the greatest opportunity to follow the most exciting careers out there. To do this we needed to find inspirational role models - people who had studied science and maths, who were doing 'cool' jobs and would resonate well with our target teen audience.
We therefore developed a campaign which sourced and showcased such people and spread the word to young people via the mediums they consume including social networking sites and texts. Results We secured coverage across a range of target media including key teen titles including monkeyslum.com and Bliss and Sugar magazines and on BBC Radio 1.
We also delivered key messages to parents via features in the Daily Mail, The Times and the Sun among other nationals. A particular highlight was the initiative we set up for young people to receive free video case studies on their mobiles via bluetooth at their local cinema - generating 40,000 downloads.
Results
A particular highlight was the initiative we set up for young people to receive free video case studies on their mobiles via bluetooth at their local cinema - generating 40,000 downloads.
