Concept development – ART DIRECTION – DESIGN AND PHOTOGRAPHY PRODUCTION
This was a continuation of our efforts to "win higher education" as a customer segment; this time by increasing the awareness and buying intent of decision makers in those institutions.
With this campaign we decided to focus on the frustration the target audience experiences with slow and difficult-to-action insights to the student experience, that they often get through end-of-year surveys. We wanted to show how Mentimeter can help them to empower their teachers to gather data in order to self-assess more frequently and easily.
A copywriter in my team and I developed the concept through the idea that many things are better when they are fresh, feedback included. To show this in a visually compelling and clever way, we decided to capture the wilting process of a bouquet of flowers through a time lapse shown in reverse. I assisted and visually directed the photoshoot together with our video content creator.
In this campaign we also created an eBook with guiding advice on how to collect feedback more frequently. I designed this eBook as well as promotional ads and material for emails, sales outreach and retargeting ads.
