Marketing Strategy for
Cambridge Institut
In this project, we developed a bold marketing campaign for the Cambridge Institute by using humorous Bavarian slogans, QR codes and eye-catching designs on posters, coffee cups and coasters to promote their new German classes.
Project Overview
The Cambridge Institute, a renowned English language school in Munich, wanted to expand their offering by introducing German classes. Our goal was to create a bold marketing campaign to raiseawareness of this new service. Directed at foreign business people working in Germany, the campaignaimed to grab attention with humorous and localised Bavarian elements, while encouraging potentiallearners to explore the courses.
Key concept
The campaign focussed on the challenges faced by non-German speaking workers in Germany. Through a combination of bold images, humour and practical information, we emphasised the need to learn German in order to navigate the professional and social environment.
Execution
Eye-Catching Slogans and Humor
We used humorous Bavarian phrases, such as "Jo gäds scho wieda heim?" or "Zwoa Hoibe san aa a Läbakassemme!" as attention grabbers. While these expressions are amusing for locals, they are unfamiliar to non-Germans, which is a perfect transition to the campaigns message.
Each advertisement included the phrase "Don't understand? Scan me" followed by a QR code that links to the Cambridge Institute website for German courses.
Bold Marketing Materials
Underground advertising
The striking posters in the stations are bright yellow and attracts immediate attention while the humorous Bavarian slogans and QR codes ensure immediate attention.
Coffee mugs and canteen coasters
These everyday items were designed for placement in company canteens and carry the campaign imagery and messages. They encourage casual and consistent reminders of the courses during lunch and coffee breaks.
Results and Highlights
Instagram and Website Integration
The bright yellow colour and bold typography of the campaign were carried over to the institute's Instagram channel and website to ensure consistent branding and a seamless user experience.
QR Code
The QR codes made it possible to explore the range of courses on offer immediately and ensured accessibility and user-friendliness.
The campaign not only raised awareness of Cambridge Institute's German language courses, but also emphasised an understanding of the particular challenges faced by expatriates in Germany. Through a combination of humour, bold imagery and strategic placement, the campaign effectively positioned Cambridge Institute as the premier destination for learning German.
