Showing posts with label brochures. Show all posts
Showing posts with label brochures. Show all posts

Monday, 12 July 2010

University of Aarhus: The world's smallest brochure

Να τυπώσουμε τη μικρότερη μπροσούρα στον κόσμο? Και πως θα δείξουμε όλα τα facilities που έχουμε? Είστε τρελοί? (θα έλεγε το marketing σε μια ελληνική εταιρία)...

Insights, Strategy and the Idea: For years The University of Aarhus had experienced a decline of students at the nature science studies. Our brief was to make more college students choose to study nature sciences after ending college. We specially designed a campaign for every study direction. For the study of Molecular Biology (the study of biology at a molecular level) we built our campaign around a basic insight that concerned all the students at Molecular Biology. Since they had always been interested in studying very small objects, they all owned a microscope at home or they frequently used the microscopes placed in the physics/chemistry room at college.

Creative Execution: We created a brochure so small that it was only possible to read the text through a microscope. The brochure measured only 5 mm x 10 mm and the text was specially printed with an incredible point size of only 0.4. The brochure informing about the molecular studies at Aarhus University - was handed out to students at all major colleges.

Results and Effectiveness: The brochure immediatly became a collector's item at college and was a major subject on the students Facebook college groups. But most importantly, the University of Aarhus experienced a 67% increase of applications for the Molecular Biology and other nature science studies. Their most successful campaign ever.

Advertising Agency: Uncle Grey, Århus, Denmark
Creative Directors: Michael Paterson, Jesper Hansen
Art Directors: Morten Killerich, Jakob Nusbaum
Account Manager: Jesper Kortegaar
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