World-renowned Cambridge University Press (CUP) delivers programmes for teaching English, to institutions and self-learners around the globe.
Touchstone is one of CUPs flagship products and provides blended learning programmes for international institutions enabling them to deliver any combination of teaching, between in class and online. Our challenge was to simplify the product's proposition and then deliver powerful creative to convey the main benefits.
Given the importance of the product to the business, the first step was to galvanise CUPs publishing, product and marketing teams. We ran a short workshop where we delved into the real product benefits and how these related to the international institutions that use the product.
Following the workshop, we developed the creative campaign based on the campaign line "What's your perfect blend" and supported by the strapline "The ultimate in blended learning".
This featured across a 30-second online commercial, and 15-second edits were used for Facebook and Twitter, a microsite and app for the sales teams. We also created a style tile to enable the client's design team to create additional campaign assets.
Honest worked with us to create a brand new approach to positioning the course, in a way that we hadn’t done before. We worked together to convince senior stakeholders of the benefits in simplifying the product proposition and then modernising the way we present Touchstone to our customers. Honest have given us fantastic creative direction, as well as delivering the marketing collateral that really brings the product to life.
Joe Tearle - Digital Marketing Manager, Cambridge University Press