Academy by Academic Work – Academy for career development & further education

Academy, a subsidiary of Academic Work, launched an innovative training model in the DACH region in 2018: IT lateral entry in just twelve weeks – with a job guarantee. We took on the full program for the market launch in Germany.

From holistic online and social media marketing to creative offline measures that stand out and stick: Organic reach met targeted paid campaigns, refined by pinpoint retargeting. But we didn’t stop at digital. To generate attention where it counts – in the middle of everyday life – we went into guerrilla mode: tongue-in-cheek bicycle seat protectors, clever advertising clips in Düsseldorf streetcars and a promo team that handed out free coffee in sustainable cups on Monday mornings – with the message: “Dear Monday, it’s not you, it’s me.” A coffee became a statement: time to change your job.

The campaign was supplemented by information flyers and the specially designed landing page thirstyforchange.de – the centerpiece for lead generation and performance analysis. Conception, implementation and performance measurement: everything from a single source.