Mind Studios launches apprenticeship campaign for Roche
Under the campaign slogan «Those who train at Roche never stop growing,» the Basel-based agency Mind Studios is promoting Roche’s apprenticeship programs. Following a successful pitch, Mind Studios is responsible for the campaign’s central concept, video production, and campaign setup.
The campaign is primarily aimed at young people in career guidance, but also deliberately includes parents and teachers as important influencing groups. The implementation is consistently platform-oriented, with a focus on TikTok, supplemented by Snapchat, Instagram and YouTube Shorts.
Movement as a central visual concept
At the heart of the campaign are short, dynamically edited videos. Real apprentices from Roche move through different scenes of their everyday training: laboratories, offices, production environments. In four to five sequences, they literally never stand still. This makes it possible to visually experience what Roche stands for as a training company: Further development, prospects and progress.
"It was important for us to show that training at Roche is not a standstill, but a continuous development path," explains Alexandra Schwarzentruber, who works in vocational training for young people at F. Hoffmann-La Roche Ltd. "The campaign conveys precisely this attitude: credible and close to the target group."
From the central idea to the playout
Mind Studios was responsible for the campaign as a whole, from the main content idea and video production to the setup and control of the campaigns. Five videos were produced for each training area, specially tailored to TikTok's requirements.
Daniela Kleck, CEO of Mind Studios, explains: "Authenticity counts for young target groups. That's why we focus on real learners, real movement and a visual language that fits organically into the platforms."
About Mind Studios
Mind Studios was founded in Basel in 2004 and, with over 20 employees, is one of the leading social media agencies in north-western Switzerland. Under the motto "creativity meets performance", Mind Studios combines strategic thinking with creative implementation and technological expertise. The focus is on social media, campaigns and impact-oriented performance marketing. With over twenty years of experience, the agency develops solutions that sustainably strengthen brands and achieve measurable results.
