The Kitchen
We help you become an entrepreneur
OUTPUTS
CHALLENGE
To create a brand campaign that strengthens The Kitchen's position with both researchers and students, while increasing activity in the house with both target groups.
Solution
A campaign that finds a "victim" that is common to both parts of the target group - the "safety of the unknown" and allows for shorter outputs targeted at the two sub-target groups.
Challenge
The Kitchen approached us for a predominantly digital campaign that would unite researchers and students and encourage more researchers and students to use The Kitchen.
The two audiences, both integral to The Kitchen's identity, have previously been separated in the narratives and it was time to bring them together. For us, it was about finding the strongest common driver for both audiences.
The media agency Carat was responsible for the actual rollout of the campaign, which was to be rolled out across Meta, YouTube, LinkedIn and out-of-home at Aarhus University.
Solution
After a lot of conversations with students and researchers, it became clear that for many, The Kitchen is "the safety of the unknown". Because whether you're breaking out as an entrepreneur as a student or as a researcher, the leap is always associated with leaving your comfort zone. Stepping out of your comfort zone.
We wanted to recognize this. We were tired of the polished narrative of the smooth journey, and we wanted to acknowledge that entrepreneurship has its challenges, but also that this is exactly why The Kitchen exists.
The campaign "We help you become an entrepreneur" is a campaign based on the story of breaking out of the ordinary and taking the step towards the extraordinary. To conceptually visualize this, we have worked with a graphic frame that symbolizes the familiar.
The frame becomes a symbol of all that is familiar; it is a symbol of the school bench for the students who have been in school for the last 15 years, and it is a symbol of the safe environment of research - far away from the commercial. It is a symbol of following the path you had planned. But most importantly, it's a symbol that the framework can also be broken, and that's what The Kitchen is here to help with.
The campaign is told through honest quotes from real entrepreneurs, both students and researchers, which are versioned down to versions with only either researchers or students to contribute to more detailed digital targeting.
The result
When we finally handed over our work to media agency Carat, we created a detailed campaign idea consisting of content in different modalities and formats: See the full campaign idea by downloading it here.
The actual results from the campaign will be shared as soon as the campaign is over.
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