Chromebooks
︎Teachers
When it’s suggested to school IT managers to ditch their legacy Microsoft systems, you’re more likely to land in detention than be top of the class. Chromebook required a different tact, so we looked towards the ultimate educational influencers – teachers.
From focus groups we learnt that teachers from the UK, Spain, Sweden and Netherlands don’t care about viruses or processor speed – they just want the tools that bring their teaching closer to their students.
‘Made for the way you teach’ is our compete message against Microsoft. Focusing on the classroom benefits instead of the cold technical specs, our audience of teachers can make the case for Chromebooks inside their institutions. Script, casting, and production design ensured the campaign would resonate in all four markets with the three featured vignettes offering the opportunity to focus on specific regionally specific issues.
From focus groups we learnt that teachers from the UK, Spain, Sweden and Netherlands don’t care about viruses or processor speed – they just want the tools that bring their teaching closer to their students.
‘Made for the way you teach’ is our compete message against Microsoft. Focusing on the classroom benefits instead of the cold technical specs, our audience of teachers can make the case for Chromebooks inside their institutions. Script, casting, and production design ensured the campaign would resonate in all four markets with the three featured vignettes offering the opportunity to focus on specific regionally specific issues.
