Hungry for AI — Online Training — More Efficient Creative Team at Your Fingertips
Background
ALL DIGITAL, Huawei, and EY partnered to create a White Paper on digital skills and talent in the EU. They needed a creative launch campaign that will engage both young people and policymakers to get their attention on the issue and raise awareness about the digital skills gap.
The Approach
We came up with an umbrella concept for a campaign focused on a personality quiz with 6 distinct personas: the Clumsy Creator, the Lost Investigator, the Silent Communicator, the Disconnected Programmer, the Exposed Protector, and the Confused Problem-solver. We delivered a comprehensive campaign brandbook with personas descriptions, weekly content (newsletters and articles) and visual execution. Media outreach and a comprehensive stakeholder mapping sustained the campaign strategy.
Creating content is scary only if you stay within your comfort zone.
Navigating technology is confusing but the right skills will make it simple.
Learning new languages is fun when they don’t have 0s and 1s.
Safety first applies to your digital identity too.
Nothing is lost if you learn how to look for it.
Digital communication is key if you know how to open the door.
Social Media Content
The Quiz
The Result
The whole campaign was a success and resulted in an insightful launch event, which included a youth debate on the topic of digital skills. We exceeded our attendance goals by 30%, with half of our attendees being EU policymakers and media – our key audience groups. Over 1200 people took the quiz, including MEPs, media, and policymakers, exceeding our initial goal by 25%. We received praise for the organisation and creative campaign from many key stakeholders, including MEPs. The event was also covered by key EU media such as Euractiv, The Parliament Magazine and EuroEFE.
