Monday 20 June 2011
We Love Science
ScienceDirect is one of the largest online collections of published scientific research in the world. It is operated by the publisher Elsevier and contains nearly 10 million articles from more than 2,500 journals and 6,000-plus e-books, reference works, book series and handbooks issued by Elsevier. Why? Because they love Science.
ScienceDirect is not a particular favorite of the target group in their scientific research. The perception of the brand is too expensive, too selfish, too distant. Therefore, we needed to highlight ScienceDirect as a engaged knowledge partner.
Scientists and Researchers
“Companies have a heart, too. With the right message, customers believe in your product.” If we’re able to turn this around, it’s possible to spread this message and change people’s opinions. Therefore, we take it that Elsevier ScienceDirect shares the same passion for scientific research as their target group.
Shared passion for science is the starting point of the campaign, “We love Science”. In the endless and diverse list of research fields, there’s basically a passion for everything from “I love double Helixes” to “I love Aster turbinellus”. These were added to several media to help librarians spread the message of ‘love’.