Orientations
Strategic guidelines
The strategy to be followed in the campaign to be developed by the creatives is the generic strategy. We will direct the campaign to students, the goal is to encourage them to have a more active participation in society and demonstrate their abilities and to show them that it is never to late to participate.
Promise
The promise that we chose to explore is the appreciation of the consumer, we intend to show what he can feel and experience when participating in the I Living Labs experience, not only for the direct benefits but also for the experiences that transcend what this project promises, experiences that come from contact with other students from other cultures, with other life and learnig experiences.
Campaign Tone
The tone of the campaign chosen by the team will be focused on the values of the brand. We want to make it clear that the audience feels what we want to transmit. Our message consists of demonstrating that it’s never too late to challenge ourselves and live new experiences and motivate our target audience to participate in this adventure that is the I Living Labs.
The words that set the tone of the campaign are: timeless, young, challenging and motivating.