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For several years we have developed the “EducaInternet” contest with which Orange and Macmillan raise awareness among young people about the good use of technology and position their brands in the minds of their target audiences..
A campaign with a double client and two differentiated targets: a target audience to star in it and a different one on which to generate a positive impact.
Orange / Macmillan
Strategy / Planning / Graphic design
Interactive Video Production / Branding
CONTEXTOne of the main publishing groups and an important telephone operator are looking for a project in which to collaborate within the area of corporate social responsibility.
CHALLENGEAt Grabarte we set out to coordinate 2 very different multinationals with their own objectives and create the same solution that would leave both satisfied.
Design an action that allows adding access to Macmillan educational institutions and Orange's technological know-how to complement each other and provide value in the areas that each client needs to enhance..
SOLUTIONWe develop a contest for institutes and schoolchildren with the objective that the students themselves present awareness projects on the good use of technologies.
Generating positive brand impacts on the target.
Our solution: work in the school environment and on a highly topical topic, the good use of technology. An action that involved everyone: schools, teachers, parents and students. A joint action with a clear social purpose: avoid the many dangers of the digital world.
To support the dissemination of the contest nationwide, we created different offline materials to distribute in educational centers., which also generated the opportunity to develop meetings between the Macmillan commercial team and position Orange as a technological reference in a strategic audience..
And for the online sphere we generate audiovisual content presented by the most reputable YouTuber trainer., David Calle, finalist for the Global Teacher Prize in 2017 and one of the most innovative teachers in Spain, whose YouTube channel has more than 1.5 million followers.
When it came to making this educational content attractive, we decided to get closer to the language of the youngest people by creating interactive videos.. No we wanted passive spectators, we wanted to participate to learn and this innovative tool allowed us to do so.
The dynamics of the contest required joint work between students and teachers to develop original material that promoted the good use of technology.. And to choose the winners we have a prestigious jury among pedagogues, teachers and institutions.
The campaign makes the target participate and protagonist to whom it is addressed, achieving great engagement and level of involvement.
The campaign uses an influencer to give prestige to the contest and convey security and rigor in the contents.
The campaign builds its proposal in the common territories of both brands and their different users., which guarantees the interest of all of them.
915 32 77 01
info@grabarte360.com
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