Kennisnet, a Dutch Educational Company, enlisted Joost Oolders to convey Kennisnet’s qualities and ensure that the students started making use of Kennisnet’s products and services.
Students from our Thinknetwork provided the input for the Kennisnet youth campaign in higher education institutes. The campaign was prepared and executed in close cooperation with the youths. In preparation for the campaign, Youth Marketeers talked with about a thousand youths via their ‘own’ medium: MSN. The ideas from the brainstorm session formed the basis of the campaign.
The creative concepts and campaign strategy that were developed in cooperation with youths were subsequently tested on a thousand students and adapted according to their feedback.
Before the start of the campaign the advantages of Kennisnet were communicated through posters and free cards in the schools and higher education institutes and trade schools. Ads also appeared in youth magazines and an extensive banner campaign ran online.
The campaign showed what youths could do with the time they could save by completing their homework with Kennisnet. They could complete their homework online in five easy steps. Afterwards they could fully apply themselves to step six: the ‘content and layout of the weekend.’ The students who cooperated also appeared in pictures on the posters and ads.
Kennisnet makes it easy.