1 Challenge

TiasNimbas, the business school of the University of Tilburg and the Eindhoven Technical University, has a different philosophy from that of most business schools. They see their courses not as a way to ‘take a faster career track', 'earn even more money' or 'to scale the heights', although these are often side-effects. In the first instance they see their courses as a way to learn to think and collaborate in a fundamentally different way, as is appropriate for your company. Passion drives business, and curiosity is a management skill. Encapsulated in three words : Never Stop Asking. Our job: to express the TiasNimbas philosophy in an authentic way via external as well as internal channels.

2 Solution

At different times of the year, we placed striking print ads in serious press like The Economist, The Financial Times, de Volkskrant, NRC Handelsblad and Elsevier magazine. The most recent ad was, "If Stephen Hawking can do it, anyone can." In addition to that, we invented smart and easy-to-produce internal media, aimed at students, lecturers and campus personnel. We put stickers on mirrors in the campus toilets and in student restaurants and bars nearby. We distributed a special TiasNimbas Frisbee on which we printed the history of the invention of the Frisbee (a great business story which is a perfect example of the 'Never Stop Asking' approach). And we created a screensaver that was installed on every computer on the TiasNimbas network, allowing direct contact with the target audience.