Advertising campaign
Ministry of Education, Science and Sport
The advertising campaign was implemented from the initial idea and concept to the technical execution and publicity on outdoor screens, indoor screens and online. Two concepts – two audiences. The result: according to the client's data, the number of those who chose pedagogical studies exceeded expectations.
Advertising campaign
2 ad clips · 10 sec.
Two concepts — two audiences
Ad clips grab attention with bright, dynamic visuals and unexpected elements that convey a precise message tailored to a specific audience.
Youth audience · school leavers
"Space can wait.
Study here!"
Teachers · retraining
"Don't stop.
Stop.
Study."
Don't Stop, Stock, Study!
Campaign idea, goal, audience
The advertising clip "Don't stop. Enrol. Study" is a call to action for those who have already gained experience in pedagogical work to continue the learning process and retrain. The advertising slogan is focused on the philosophy of lifelong learning, a call not to stop acting – the message is created through wordplay "don't stop" – "enrol" and a graphic element that provides a positive emotion – the abbreviation "ok" visually highlighted in the words. The slides created by the graphic designer were animated, using different techniques to combine video effects and animating frame by frame.
Results
Advertising clips encouraging students to choose pedagogy studies were broadcast across the OWEXX outdoor screen network. The ads (both clips) were seen on outdoor screens by nearly 59 million contacts. Both advertising clips were also broadcast on indoor screens located at store checkouts – the ad was shown 226-iuose on indoor screens, and the approximate number of contacts is more than 17 million.
The advertising campaign was also implemented online – the advertising clip "Don't stop. Enrol. Study" was viewed on advertising banners 26 814 755 times and received 11 979 clicks.
Space can wait — study here!
Campaign idea, goal, audience
"Space can wait. Study here!" is aimed at a youth audience – school leavers and applicants. The ad encourages being bold, different, standing out from the crowd and choosing the less popular field of pedagogy studies.
Attention is drawn not only by the bright illustration, but also by the youth-favoured slang word "space", used in the sense of "unreal, very good". The image creates two parallels: one between the literal and figurative meaning of the word "space", the other – between "cosmic", unreal possibilities and the real, new opportunities awaiting students in pedagogy studies. Animations were created for the slides made by the graphic designer, using different techniques to combine video effects and animating frame by frame.
The advertising clip "Space can wait. Study here!" was viewed on advertising banners online 26 453 611 times and received 11 383 clicks.
The advertising clips, both "Space can wait. Study here!" and "Don't stop. Enrol. Study", received almost 59 million contacts on the OWEXX outdoor screen network. On 226 indoor screens located at store checkouts, both advertising clips were shown more than 17 million contacts. Outdoor screens are an effective part of advertising campaigns, ensuring a large and diverse audience.
Campaign reach
Advertising on outdoor and indoor screens – visibility across Lithuania
Outdoor advertising
28 screens
10 cities · 60 days
626 400
impressions
58.9 million
contacts
Indoor advertising
226 screens
Maxima stores · 60 days
Screens at checkouts in Vilnius, Kaunas, Klaipėda, Šiauliai, Panevėžys, Marijampolė, Alytus, Plungė, Elektrėnai, Palanga and other cities.
998 150
impressions
17.7 mln.
contacts
OWEXX · Ad Creation
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