info
Research has shown that Antwerp is not perceived as a student town. Top-of-mind young people often name Brussels, Ghent and Leuven as cities where they want to study. Therefore, the vzw Antwerpen Studentenstad was established. Behind this association is the city of Antwerp and the Association of Antwerp schools. A competition was launched to develop a campaign which makes Antwerp a more attractive city for Flemish students (target group: 5th and 6th secondary)
ContentCowboys was selected as the winning agency.
ContentCowboys worked out a strategic campaign with the baseline: ‘Written on your body" where the baseline is interpreted very literally, the campaign is a young student with the A of Antwerp written on her body. But the heart of the campaign was the website where students were asked to write on their bodies words that have to do with studying in Antwerp or words from the manifesto. Via pictures and/or a video they could upload these words. Vitalski (former night mayor of Antwerp) wrote a manifest with all the entries.
The ‘live manifest was recited and sung by Vitalski and Evi Hanssen at the closing event in the Bourla in Antwerp. Also a video clip was made and spread via the internet.
related
