Librarians working in the academic sector face an increasing number of challenges as they try to increase the awareness and reputation of their institution. As a leader in information and analytics for global researchers and healthcare professionals, Elsevier can support librarians and help them put their library back at the heart of the campus and promote their institution to a wider, global market.
Having recently acquired commercial academic software firm, Bepress, in order to develop a platform called ‘Digital Commons’, Elsevier wanted to get the message out that they were putting research capabilities back in the hands of librarians and empowering them to play their part in important projects.
This product gives librarians the power to change their institutions and help scholars to showcase their incredible work. But, as a new product, the market had no idea about everything this platform has to offer.
Our goal was to catch our audience’s eye, hold their attention and help them understand why Digital Commons is the answer to so many of their problems. This meant working closely with the Elsevier product team to develop an overarching campaign strategy and creative execution for the global launch of the platform.
We developed a campaign that puts Digital Commons (and everything it stands for) up in lights. Using a neon light typeface and taking influence from iconic Hollywood signage, we visualised key messages lighting up the horizon of a vibrant city location.
This not only increased visibility of the brand across multiple platforms, it also alludes to the way that Digital Commons helps researchers to showcase and create stand-out work that gets attention and facilitates collaboration. The campaign was rolled out to over 20 territories across everything from emails, landing pages and videos to factsheets, infographics, and social/Google adverts.
“We absolutely made the right choice when we selected Upp B2B to develop the global strategy, creative proposition and implementation planning for our GTM product launch. This was such an important project for the business and from the start, the Upp team have been engaged, proactive and have been positively delightful to work with! I’m based in New York, but the guys were totally flexible around time zones for video calls to suit me.”
