ONLINE COMMERCIAL WITH THE VOICE OF THE END USER
The Dutch publisher of school books ThiemeMeulenhoff believes that the only good teaching methods are the ones that kids really like. Competitors consider the school or the teacher as their target audience, but ThiemeMeulenhoff really wants to reach out and connect with the hearts and minds of the end users.
So if you want to work at ThiemeMeulenhoff you really have to know what kids want.
Kids want to learn. Or they don’t. Want to work together. Or alone. Want to play football or like to see a little bit more creativity. We asked them.
We started this project with a positioning workshop with managers and employees. Based on the outcome we wrote the EVP, which was the foundation for the creative concept to literally put the student in a central role. The kids represent all ages and all parts of the country.
A strikingly fresh and colourful web commercial that is used together with stills on the website and in advertising on LinkedIn and Facebook.