The basis for the creative concept was a key visual provided by Blum’s partner „Lighthouse“, which shows the transformation from student to apprentice.
This idea was taken up by netzeffekt and expanded with new ideas. The focus was the conception of a transformation video in two versions tailored to the channels utilized. The moving image content, visualized in a storyboard, was finally produced on site at Blum with the support of netzeffekt.
At the same time, media planning was developed with precise targeting and channel selection. The campaign was roughly divided into two phases.
An initial awareness phase with broader targeting and push measures – for example with digital-out-of-home campaigns at train stations – and a second optimization phase with more specific targeting.
The secret of the campaign’s success was a collaborative creative strategy and continuous channel and target group optimization.