CONTEXTUALIZATION
Problem
The problem that this campaign intends to solve is the lack of notability of EUDRES, more precisely of the I Living Labs program.
I Living Labs
Inspiring;
Innovative;
Intercultural;
International;
Interdisciplinary;
Intersectoral;
Inclusive;
intense.
Values
EUDRES
Diverse communities;
Intercultural commitment;
International orientation;
Entrepreneurial mindset;
Responsible research, sustainable innovation and progressive education;
Creative, curious and inspired co-ideation
Problem-based, solution-oriented and efficient approaches.
EUDRES Brand Personality
We can personify EUDRES as someone young, enthusiastic, futuristic, authentic, intellectual, daring, through an analysis of its communication and its values.
Positioning
EUDRES adopts a positioning focused on the benefits of the "products" it presents. Through the presentation of its various activities and projects, the brand focuses on what each participant gains from them, but also their impact on the research areas they are involved in.
Advertising Goals
The aim of our campaign is to both increase the knowledge of the "I Living Labs" program and boost adherence among students and other interested parties, by highlighting the unique benefits and opportunities it offers as part of an alliance that involves European universities.
Target
The target audience for this project is EUDRES European university students, in the age range of 20-30 years, that understand English and are interested in the three EUDRES’ research areas (circular economy, artificial intelligence and well-being). In addition, they enjoy overcoming challenges and must intend to open their horizons.