1. B2B Campaign Case
ScienceDirect
For Great inking.
Client Personnel: Juliette Goetzee
Bohemia Personnel: Marco de Boer
Melissa Agostino
Henry Tyminski
Marco Ventura (artist)
2. Situation
ScienceDirect, one of the largest online collections of published
scientific research in the world is looking for a connection.
What is the common denominator? It’s Knowledge or more
basic Plain Brain Power. Globally Scientists collaborate using the
same source provided by Elsevier. But ScienceDirect is seen as
a bit rusty. Competition is gaining territory.
“How can we show that ScienceDirect is moving forward with
adding Web 2.0 features to their global database of scientific
articles?”
3. Target
• Explain the new features of ScienceDirect.
• Get the target audience to collaborate worldwide.
Target group
• Scientists worldwide
• Researchers worldwide
• Librarians worldwide
4. Strategy
Originally the pay o was ‘For Great Minds’... since ‘great minds
think alike’. Scientists, researchers and librarians worldwide
share an unbelievable amount of brain power. We wanted to
show this sharing as part of a new 21st century Humanist trend.
Scientists, researchers and librarians worldwide could vote for
their inspirational person in their field of science. is could be
a co-worker, professor, respected scientist or researcher.
5. Concept
e Renaissance was an extremely interesting period in Art and
Science as they merged together. Famous artists were important
scientists and vice versa. We looked for a way to unleash the
respect scientist have for each other. We did this by portraiting
the most nominated in a Flemish Primitive way using a
northern direction in Renaissance painting by contemporary
Italian artist Marco Ventura.
e result of the voting and the winning portraits were to be
used in following campaigns.
12. Follow-up campaign
e artwork was used to
announce the finalists and to
draw tra c to ScienceDirect.
13. Follow-up campaign
e artwork was used to
announce the finalists and to
draw tra c to ScienceDirect.
14. Follow-up campaign
e artwork was used to
announce the finalists and to
draw tra c to ScienceDirect.
15. Results
More than 10,000 scientists and researchers voted worldwide
for the best scientist in their field. Over 50,000 articles were
downloaded on their subjects. As a result 4 respected scientists
won the contest. e four winners received their real painting
by Marco Ventura.
Bohemia Amsterdam won an International Award for
Excellence with this campaign.
16. Make a Mark.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com