Project Overview

EFRO and ESF, two European organizations focusing on regional development and social inclusion, sought to create an immersive VR roadshow to educate and engage Belgian youth about European-funded projects in their regions. The campaign, dubbed “EU in My Region,” aimed to foster a sense of connection between young people and their local communities while showcasing the impact of European support on various projects.

Objective

To develop a strong brand identity for the “EU in My Region” campaign and the VR-video, including a key visual with a set of derivatives to be used across different marketing materials. Additionally, to generate interest and excitement for the VR-roadshow among young Belgians, leading to high participation and engagement.

Solution

Brand Identity Development:
A vibrant and dynamic brand identity was developed for the campaign, which incorporated elements from the identity of European institutions to resonate with the youthful target audience. The visual language blended the innovative nature of the VR experience with the familiarity of the EU’s established identity, using bold colors, energetic patterns, and modern typography.

Key Visual & Derivatives:
A captivating key visual was designed, featuring the TikTok influencer Elias Verwilt, who guided viewers through the various sponsored projects in the VR-video. The key visual was then adapted into various derivatives for use across different promotional materials, such as posters, social media graphics, and merchandising items.

Advertising Campaign:
A multi-channel advertising campaign was launched to create buzz around the VR-roadshow. The campaign utilized social media, influencer partnerships, targeted online ads, and strategic placements in local schools and community centers. By leveraging Elias Verwilt’s online presence and popularity among Belgian youth, the campaign reached a wider audience and generated excitement around the project.

Results

The “EU in My Region” VR-roadshow was a resounding success, reaching more than 15,000 students across Belgium. Through the immersive VR experience and the captivating walkthrough led by Elias Verwilt, young Belgians gained a deeper understanding of the various projects sponsored by Europe in their regions. The campaign strengthened the connection between the youth and their local communities while showcasing the impact of European support.

Conclusion

The “EU in My Region” campaign and VR experience effectively demonstrated the power of branding, advertising, and cutting-edge technology in creating a compelling and engaging educational experience for young people. By combining a vibrant brand identity, strategic partnerships, and an innovative VR experience, EFRO and ESF successfully connected Belgian youth with their regions and fostered a sense of pride and belonging.