Bohemia Amsterdam Developed a B2B campaign to introduce the new features of ScienceDirect worldwide.

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.

6. Visuals
For Great inking

7. Contest website
Worldwide, people could enter
their favourite scientists and
researchers.

8. Contest website
Worldwide, people could enter
their favourite scientists and
researchers.

9. Portraits
Winning scientists and
researchers by Marco Ventura.

10. Portraits
Winning scientists and
researchers by Marco Ventura.

11. Portraits
Winning scientists and
researchers by Marco Ventura.

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