Client partner: University of Sunderland
Campaign: 2014 Brand campaign
As a world class institution with a growing reputation, University of Sunderland wanted a brand campaign that stood out: no easy task in an increasingly competitive, unsubsidized higher education landscape.
Students have more options than ever, and this presents a particular kind of challenge for us as advertisers.
We needed to take on the competition, capturing the University’s standing as an un-institution-like institution. We also needed to keep a global audience in mind, with international students a key part of the university’s present and future.
The power of the existing “life changing” message was a great start point for our campaign, and an evolution of this idea set the ball rolling on our creative strategy.
A university with global impact, which showcases the best of a British education, needs a campaign with a wide-reach, with intellectual roots, but also a message that speaks to everyone.
‘Everyone’ in this instance meant almost exactly that. National students with top grades and plenty of choice, local students who might otherwise be tempted to move away, international students with the world to choose from…University of Sunderland wanted to show that it could meet all of their needs and more.
A campaign flexible enough to fit multiple audiences on multiple platforms was a tall order. Telling the university’s story meant including the personal, academic and social aspects from every part of student life, making it as flexible and varied as the students themselves.
We combined every aspect of this challenge into a clarion call, invoking the powerful aspirations present within every student, no matter what their grades, background or goals.
Maintaining a friendly and confident tone of voice, we made use of the University’s considerable assets, using targeted ads across print, digital and social to inform prospective students from all of our target audiences about the aspects of the university that would work for them.
From this inspiring brand message we were able to develop a range of tactical ads, using the brand message as a strong backdrop for a wide range of calls to action.
Inspired by the rousing poem ‘Ode’ by Arthur O’Shaughnessy, we created a clarion call for the potential leaders and influencers of tomorrow: a speech that captured the uni’s world-reaching and life-changing proposition.
By pulling out various lines and stanzas from our poem, we showed a wide range of academic, social and personal experiences both locally and globally which we used for print and digital. The wealth of written material within the poem makes the campaign flexible enough to be consistent across platforms, campaigns and audiences.
The deliverables included a range of brand and call to action campaigns across:
- Brand TV ad
- online display
- pay per click