Foreigners in instead of out: Eyeloveyou creates type campaign for German courses
The Basel-based advertising agency Eyeloveyou has developed a multilingual text campaign for Academia Language School that promotes German courses in a pointed way.
The campaign headline "Foreigners in!" reveals the added social value that is anchored in the education provider's brand profile: academia language school's German courses not only ensure that its customers have a firm grasp of the language, but also make an important contribution to the integration of foreign citizens. After all, a commonly spoken language not only facilitates the exchange of information, but also acts as a stable long-term link between the different cultures that can be found in a highly globalized Switzerland.
Multilingualism as a must
A campaign for learning German requires communication in the language of the target group. In this case also in English, as a large proportion of academia's key customers are foreigners or expats who speak English in addition to their native language. In addition to being multilingual, the campaign is characterized by the clever placement of its message: On the one hand, it is advertised nationally on posters and advertisements, on streetcars and via SBB's e-boards. In addition, geo-targeting is used to place advertising banners in English on international news websites.
Intensive cooperation between agency and client
The current campaign for German courses is part of an intensive and wide-ranging collaboration between academia and eyeloveyou: As the lead agency of the academia Group, eyeloveyou is not only responsible for the advertising measures of the education group, but also for the recently launched rebranding of the entire brand, the development of the websites for all service areas and the conception and realization of all communication media in the online and offline area.
Responsible at Academia Language School: Judith Graf (Head of Marketing), Thomas Marti (Head of Adult Education). Responsible at Eyeloveyou: Rafael Dietschy (concept, creation), Mike Krüll (concept), Marleen Diener (consulting), Gabriel Tenger (screen design), Martin Sautter (animation), TWMedia (media).
