Ludwig Fresenius Schulen GmbH

Cross-media education: Ludwig Fresenius Schools with CTV, cinema and OOH

The Ludwig Fresenius Schools stand for training and further education with enjoyment and prospects. With more than 100 schools in over 30 cities, they educate individuals who want to make a difference. Their programs in the fields of therapy and wellness, nursing and education, medicine and laboratory sciences, as well as technology, provide graduates with excellent job prospects and career opportunities.

The Ludwig Fresenius Schools have relied on crossvertise for their campaigns since 2015. In June 2022, they launched a comprehensive cinema campaign across five of their locations. This campaign was complemented by billboard and transit advertising. In 2024, the Ludwig Fresenius Schools ventured into Connected TV advertising for the first time. The goal of the campaign: to showcase the diverse educational opportunities offered by their 100+ schools, covering careers in therapy and wellness, nursing and education, medicine and laboratory sciences, and technology.

An overview of our collaboration

The 30-second cinema spots provided authentic insights into the training routines of Biological Technical Assistants (BTAs), occupational therapists, cosmetologists, nursing professionals, and other aspiring specialists, using clear and emotional visuals. In total, the commercials were shown on more than 38 screens across 13 cinemas.
In two cities, the campaign was further supported by billboard advertisements, ensuring seamless (re-)engagement with the target audience. This prominent presence was complemented by transit advertising, with campaign visuals displayed on the rear panels of buses throughout the city until the end of 2022.
At the heart of the CTV campaign, which ran from mid-August to the end of September 2024, was a 12-second spot designed as an application guide specifically aimed at young adults aged 18 to 25. Combined with geotargeting, this age group was addressed within a 20-kilometer radius of the schools’ locations across Germany, including Munich, ensuring high relevance for the advertising message.
With the CTV campaign, the Ludwig Fresenius Schools reached over 300,000 young people. A view-through rate of 98 percent demonstrated that nearly all viewers watched the spot until the end. As a result, the campaign significantly contributed to the brand awareness of the Ludwig Fresenius Schools.

Cinema

he 30-second cinema spots offered authentic insights into the daily lives of aspiring professionals such as Biological Technical Assistants (BTAs), occupational therapists, cosmetologists, nursing professionals, and other career paths, using clear and emotional visuals. In total, the commercials were showcased on more than 38 screens across 13 cinemas.

More about CINEMA ADVERTISING

Out of home

In two cities, the advertising campaign was further enhanced with billboard designs that enabled seamless (re)engagement with the target audience. The campaign’s prominent presence was rounded off with transit advertising, featuring the campaign visuals displayed on the rear panels of buses throughout the city until the end of 2022.

More about OUT OF HOME

Connected TV

The focus of the CTV campaign, which ran from mid-August to the end of September 2024, was a 12-second spot designed as an application guide specifically targeting young adults aged 18 to 25. Through geotargeting, this audience was reached within a 20-kilometer radius of the schools’ locations across Germany, including Munich, to maximize the relevance of the advertising message.

More about CONNECTED TV

Media planning

The Ludwig Fresenius Schools combined emotional cinema spots, outdoor advertising, and precise Connected TV to effectively engage young adults. This cross-media strategy not only enhanced the visibility of their diverse training programs but also significantly boosted brand awareness. Read more

Media buying

For the Ludwig Fresenius Schools, we secured the best possible placements in close coordination with the marketers—always focusing on efficient budget utilization and maximizing campaign success. Read more

Implementation

We managed the coordination of ad material delivery to providers and ensured a smooth and efficient campaign process through continuous adjustments and optimizations. Read more

Reporting

The Ludwig Fresenius Schools were regularly updated on the progress of the campaign and received a detailed report upon completion to compare the results with the predefined goals. Read more

Connected TV allows us to deliver our advertising messages with pinpoint accuracy to a digitally savvy audience. This provides young people at the start of their careers with a modern and relevant way to access our training programs—while simultaneously emphasizing our commitment to taking innovative approaches.

Christian Wolf, Team Lead Marketing Operations ManagementLudwig Fresenius Schulen GmbH

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