In Europe ‘digital literacy’ has been a hot topic in educational boards. They want children to be prepared for the future and therefore digital subjects have been implemented mildy into their curriculum. Parents need to be made aware of this topic and it’s relevance more. This insight provided us with a clear angle for the campaign, therefore ‘Future proof’ became the key communication angle.
The campaign was build on 3 phases: ‘educate, inspire and conversion’, and ran for about a month. We created a campaign website where people could find articles and creative concept with more information on the game. People were redirected to retailers where they could buy the game. The campaign produced 4.6 M impressions, and the videos were viewed 156.231 times which resulted in an substancial sales growth.