Challenge – As a target audience, Tweens tend to be the most difficult to reach. Not only are they marketing-savvy, they’re oversaturated with messaging in ways that no other generation has been. On top of that try captivating them during the thrust of back-to-school advertising, surpassed only by the Christmas season for advertising volumes. This was our challenge.
Solution – The direction we landed on was a series of vivid back-to-school vignettes intensely layered with candid, sometimes quirky, content. These everyday school scenarios used local teens and tweens photographed in recognizable high schools giving the campaign a uniquely “real” feeling amongst all the national back-to-school campaigns.
Result – The campaign had great visibility and presence through out the city, which created the back-to-school buzz that WEM was looking for. These results were reinforced by extremely high participation rates in contests and events associated with the campaign.