University Advertising Campaign | TV and Cinema for University of Suffolk
University advertising often leans toward somewhat bland and cliched narratives – we’ve all seen the traditional ‘stock image’ style of students in libraries, lecture theatres, or wearing lab-coats that could form part of the promotional literature of absolutely any university. When the University of Suffolk needed to increase footfall to its Open Day event we broke with convention and produced a 10-second teaser in the style of an ‘Anonymous’ social video. The teaser, ‘Join Our Flock’ was delivered on social media, in cinema, and addressable TV targeting households with children aged between 15 and 17. It was later followed by a 30-second ‘reveal’ commercial promoting the Open Day.
This campaign was the University of Suffolk’s first foray into advertising on television. The precise targeting of the addressable Sky AdSmart platform in combination with local cinema spots, press, and out-of-home poster sites across the region, the campaign was a tremendous success.
Our campaign strategy was to raise brand awareness amongst our key demographics within regions of the East of England which we had not previously targeted through traditional media. We are delighted with the results from this campaign. Attendance from inside the region increased year-on-year by 23%, and outside of the region by 40%. UCAS applications to the University increased by 15%.
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