Maxomedia: Knowledge for life
The courses on the Redcross-edu.ch educational platform provide answers—specifically, to the questions posed by Maxomedia’s cross-media campaign for the Swiss Red Cross.
With around 14,500 courses, the Swiss Red Cross (SRC) is the second largest training provider in Switzerland. Few people know that there is much more than the obligatory emergency aid course. To communicate this, Maxomedia launched a campaign this week. It draws attention to the courses offered by the online portal Redcross-edu.ch attention. On the educational platform, the Swiss Red Cross and its Red Cross rescue organizations and cantonal associations offer a wide range of courses on topics that can affect any of us. From childcare and dealing with dementia to conflict management, you will find valuable information for all situations in life. This is also what the new claim aims to convey: "Knowledge for life".
The knowledge gained from the courses enables everyone to act quickly and correctly in difficult situations. Maxomedia's campaign takes up this idea not only in terms of content, but literally. And allows the viewer to act from the very first contact with the online advertising media: With questions about situations that require immediate action.
The questions are challenging and the correct answers are often surprising. To provoke a quick reaction, visual stylistic devices put the viewer under additional pressure. A countdown and flashing text inserts subtly create stress; in the animated version, the banner also continues to fill up until the correct answer is given. If the user clicks on one of the answer options, they are redirected to Redcross-edu.ch. The overlay reacts accordingly to the selected answer and resolves the question. The Switzerland-wide online campaign relies on targeted targeting and retargeting. In addition to various banners, communication also takes place via social media, Adwords, advertisements and flyers.
Responsible at the Swiss Red Cross: Lukas Sallmann (Head of Marketing and Communication), Janine Wenger (Marketing GI IZ), Dino Beerli (Head of Redcross-edu.ch), Markus Schenk (Head of Marketing GI IZ), Albin Seite (Head of Online Marketing), Markus Imboden (Head of Technology redcross-edu.ch). Responsible at Maxomedia: Bernhard Herzig and Simon Muster (overall responsibility), Frank Salathé (Head of Digital), Tatjana Meichtry (consulting/project management), Daniel Rödel (AD), Antonia Bekiaris (text/concept), Alba De Zanet (graphics), Noah Moor (digital design), Joel Stüdle (UX/UI design).
