b2b campaign act

B2B Campaign Case

Amsterdam CityTechnologyTomorrow TodayClient:Bohemia Amsterdam:

UvA, VU & HvAMarco de Boer Ramiro Amorena

Situation!e universities of Amsterdam (UvA & VU) and the Academy of Amsterdam (HvA) have joined forces and proposed their plan for a Technical University in the City of Amsterdam. !eir proposal sets forth a new concept for higher education combining the Science and Practice of city technology in four labs. !eir proposal counts a modest 120 pages. In other words...

“How do you get a complicated story across in one minute?”

Target• To get the board enthusiastic about the proposal.

Target group

• !e Mayor of Amsterdam

• !e Counsel of Amsterdam

• !e Board of Advise

StrategyIf the competition is strong but the di"erences are little it’s better to point out the parallels first such as “on these points we o"er the same”. !is is the We’re As Good As !em-part. !e next part shows the di"erentiators to support the “Here We Are Simply Better”.An important part of the approach is the change of sender: We’re not the institutes. We’re the students.

ConceptBohemia Amsterdam wrote a ‘prelude’, an introduction highlighting the most important parts of the proposal. !is saves time reading and helps to focus on the real benefits. !e proposal is presented in serious newspaper style to address quality, trust and intelligence. !e proposal is not hip, fashionable or temporary. It’s serious, serious ideas supported by beautiful artwork and graphics.!e five research areas are illustrated by Silvia Celiberti. !e illustrations are build around the map of Amsterdam to emphasis the research field; the city of Amsterdam.

Concept!e fi#een minute presentation to the board started with a one-minute clip in which upcoming actor Efrayim Sener unfolds the good and the better parts of the proposal in a set of construction works.

He ends with...“We’re not the institutes. We’re the students. We’re Amsterdam City Technology. We’re tomorrow today. Your tomorrow today.”

VisualsAmsterdam City TechnologyTomorrow Today

MediaIllustrationsPrinted ProposalShots of Promotional Clip

Illustrations‘Care’ for Amsterdam City Technology by Silvia Celiberti

Illustrations‘Logistics’ for Amsterdam City Technology by Silvia Celiberti

Illustrations‘Media’ for Amsterdam City Technology by Silvia Celiberti

Illustrations‘Water’ for Amsterdam City Technology by Silvia Celiberti

Illustrations‘Energy’ for Amsterdam City Technology by Silvia Celiberti

Printed Proposal!e 120 pages counting proposal in newspaper layout

Printed Proposal!e 120 pages counting proposal in newspaper layout

Printed Proposal!e 120 pages counting proposal in newspaper layout

Printed Proposal!e 120 pages counting proposal in newspaper layout

Shots of Promotional ClipShot at the UvA’s renovation siteby de Filmgasten with Efrayim Sener

ResultsIn the end the Amsterdam City Technology proposal by UvA, VU and HvA was selected third out of ten entries. Not what we aimed at or hoped for. !e good part: !e story did not end here. !e ideas around Amsterdam City Technology are still ACTive.

Know your competition.For more information: Hugo Kalf hugo@bohemiaamsterdam.comKyra Roest kyra@bohemiaamsterdam.com

Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands

+31 [0]20 42 33 555bohemiaamsterdam.com