Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

B2B Campaign Amsterdam City Technology

542 views

Published on

Bohemia Amsterdam developed the strategy & communication for Amsterdam City Technology. UvA, VU and HvA proposed a new technology institute for the city of Amsterdam.

Published in: Travel, Entertainment & Humor
  • Be the first to comment

  • Be the first to like this

B2B Campaign Amsterdam City Technology

  1. 1. B2B Campaign Case Amsterdam City Technology Tomorrow Today Client: Bohemia Amsterdam: UvA, VU & HvA Marco de Boer Ramiro Amorena
  2. 2. Situation The universities of Amsterdam (UvA & VU) and the Academy of Amsterdam (HvA) have joined forces and proposed their plan for a Technical University in the City of Amsterdam. Their proposal sets forth a new concept for higher education combining the Science and Practice of city technology in four labs. Their proposal counts a modest 120 pages. In other words... “How do you get a complicated story across in one minute?”
  3. 3. Target • To get the board enthusiastic about the proposal. Target group • The Mayor of Amsterdam • The Counsel of Amsterdam • The Board of Advise
  4. 4. Strategy If the competition is strong but the differences are little it’s better to point out the parallels first such as “on these points we offer the same”. This is the We’re As Good As Them-part. The next part shows the differentiators to support the “Here We Are Simply Better”. An important part of the approach is the change of sender: We’re not the institutes. We’re the students.
  5. 5. Concept Bohemia Amsterdam wrote a ‘prelude’, an introduction highlighting the most important parts of the proposal. This saves time reading and helps to focus on the real benefits. The proposal is presented in serious newspaper style to address quality, trust and intelligence. The proposal is not hip, fashionable or temporary. It’s serious, serious ideas supported by beautiful artwork and graphics. The five research areas are illustrated by Silvia Celiberti. The illustrations are build around the map of Amsterdam to emphasis the research field; the city of Amsterdam.
  6. 6. Concept The fifteen minute presentation to the board started with a one-minute clip in which upcoming actor Efrayim Sener unfolds the good and the better parts of the proposal in a set of construction works. He ends with... “We’re not the institutes. We’re the students. We’re Amsterdam City Technology. We’re tomorrow today. Your tomorrow today.”
  7. 7. Visuals Amsterdam City Technology Tomorrow Today Media Illustrations Printed Proposal Shots of Promotional Clip
  8. 8. Illustrations ‘Care’ for Amsterdam City Technology by Silvia Celiberti
  9. 9. Illustrations ‘Logistics’ for Amsterdam City Technology by Silvia Celiberti
  10. 10. Illustrations ‘Media’ for Amsterdam City Technology by Silvia Celiberti
  11. 11. Illustrations ‘Water’ for Amsterdam City Technology by Silvia Celiberti
  12. 12. Illustrations ‘Energy’ for Amsterdam City Technology by Silvia Celiberti
  13. 13. Printed Proposal The 120 pages counting proposal in newspaper layout
  14. 14. Printed Proposal The 120 pages counting proposal in newspaper layout
  15. 15. Printed Proposal The 120 pages counting proposal in newspaper layout
  16. 16. Printed Proposal The 120 pages counting proposal in newspaper layout
  17. 17. Shots of Promotional Clip Shot at the UvA’s renovation site by de Filmgasten with Efrayim Sener
  18. 18. Results In the end the Amsterdam City Technology proposal by UvA, VU and HvA was selected third out of ten entries. Not what we aimed at or hoped for. The good part: The story did not end here. The ideas around Amsterdam City Technology are still ACTive.
  19. 19. Know your competition. For more information: Hugo Kalf hugo@bohemiaamsterdam.com Kyra Roest kyra@bohemiaamsterdam.com Bohemia Amsterdam Sint Pieterspoortsteeg 23a 1012HM Amsterdam, Netherlands +31 [0]20 42 33 555 bohemiaamsterdam.com

×