Cambridge University Press - Cambridge Marketing Portal
The' Marketing Portal' was created by Cambridge University Press to house all of its brand communications in one place so that staff around the world can now access it online. Honest were tasked with creating a video to promote the ease-of-use to its staff.
The Challenge
To create a consistent application of the brand throughout its global territories, CUP created the Cambridge Marketing Portal; an online resource that holds all marketing communications collateral in one place. The purpose is to make life easier for staff by holding all templates, logos, and brand guidelines in one place, with all resource assets easy to download and use.
The aim was to prevent departments in other countries from creating their own collateral, as well as to ease the pressure at head office where communications have to be supplied and created on demand.
The Honest Approach
Internal communication needed to be soft and not appear to be a ‘policing' operation. The activity had to focus on the benefits of the portal, such as time-saving and ease of use.
With that in mind, we created a fun illustrative style, where a ‘hole-in-the-wall' (portal) opened up in the person's office when they needed any marketing support. The idea was to demonstrate how a user could jump into the ‘world of brand communications' where they could access everything they needed. We matched this with a funky soundtrack and a voiceover that was engaging and warm.
The 90-second film was then emailed out to all staff as part of its launch.
