What is the best way to promote a certification for digital skills?
OUR CHALLENGE
To create a holistic launch campaign to increase awareness for the newly created certificate Deutschland sicher im Netz e.V. – a registered association funded by the German Ministry of the Interior. In March 2022, they launched the “Digitalführerschein” (digital license): the first official certification for digital skills in Germany.
A humorous 360° campaign tailor-made for the core target audience
OUR APPROACH
The Digitalführerschein’s core target audience are middle-aged employees and young adults, who want to increase their job chances, as well as make their internet experience smoother. Based on a target group analysis and strategic insights, we’ve developed a humorous 360° campaign, including TVC, DOOH, online ads and social media.
More than five million views within two weeks across TikTok, YouTube and Twitter
THE RESULT
According to the client, the campaign set “new standards for the communication of publicly funded projects“. With a small budget, we achieved more than five million views within two weeks across TikTok, YouTube and Twitter. The TVC was seen by 11.3 million people within the target group (14-49 years), a 20% net reach.
