UMLAUT noun  um·laut \üm- laut, üm-\ 

Definition of umlaut:   a:  the change of a vowel (such as \ü\ to \ē\ in goose, geese) that is caused by partial assimilation to a succeeding sound or that occurs as a reflex of the former presence of a succeeding sound which has been lost or altered.    b:  a vowel resulting from such partial assimilation. 

Origin and etymology of umlaut: German, from Um= around, transforming + Laut= sound 

When umlaut is placed on a letter it will change the situation, the same as the programme, it is trying to change the situation of the young refugees and evolve them into properly educated citizens. Umlaut endorses the collaborative work among letters and among students. The visual identity of umlaut has an optimistic smiley face on the second “u” coinciding the smiles on the faces of the students with the programme.

Whats in the box? 

When the programme has launched the tutors and the rest of the staff are going to set up the programme inside the airport. It is not a usual educational programme, children don’t go to school because the school is built all around them. 

The best way to approach the children is inside the airport they currently live. That’s why we though about the above elements for our advertising campaign talking to the children. 

The tutors will give to the students a blue box, this box has a single-use digital compact camera branded with Umlaut’s identity. This action will make it easier for the experts to understand the psychological state of the children and help them in the best possible way. The blue box will be a cartoon bot which the kids will have to assemble for their first task. The bot is going to represent their personal assistant later on in their programme.

The smiley booth 

The smiley booth campaign is an interactive installation which it will take place inside university unions, in that way it is easier to target more students and tutors. The booth is a very comfortable chair with a camera placed for recordings, when you sit in the booth you have to push the button embedded in the chair, this way the camera will record automatically. the main purpose of the booth is to make students and tutors teach something in one minute. All the recording will be montaged and uploaded to the website participation section. The booth is branded with the Umlaut colours and smiley face.

The e-mail bellow will be forwarded to several German institutes that are particularly interested in the refugee issue in Germany and tend to provide sponsorship to such educational programmes. The e-mail is stating the issue, the proposal and how the programme will be executed and evaluated.

This pop-up folded card will act as an explanation of what we see Lego in our programme. 

The card shows a Lego robot trying to touch the finger of a refugee child while the other child is looking at the viewer almost as this is their moment with the brand and the brand is getting closer to the children by trying to relate and explore their fantasies. The marketing executive will receive this envelope as a part of the promotional campaign of the programme. 

The card will have all the information regarding the brand and how the brand will help and be exposed.