“Ent3r science recruitment” is a tutoring program for high school students. We wanted to reach these teens with the lamest message ever: Sign up, and get help with your science homework!
Every day, teenagers are exposed to thousands of impressions through their phones and are therefore a picky audience. They are especially active on social media, which they often use to procrastinateduring class or when doing homework. The goal was to reach them in those moments- where help was most needed.
Or idea was to make a “fail video” with a twist. By acquiring insight into the target audience’s user patterns on various social media and school days, we met them with the campaign message in channels that usually steal their attention in the times they should focus on school – not “Crazy Norwegians”.