The University of Central Lancashire (UCLan) launches new undergraduate campaign

 

Preston, the home of The University of Central Lancashire, might not be everyone’s first choice when considering a university. For starters, you’ve big conurbations like Manchester, Leeds and Liverpool all within a reasonable distance.

So, when it comes to tapping into the GenZ and mature grad market, UCLan arguably needs to make more noise than some. Perhaps their new ‘Together’ campaign will do just that.

At the heart of the brief to Manchester-based agency Access, was that it needed ‘to present a great educational experience as well as the opportunity to join an inclusive community.’ And it needed to work across cinema, outdoor, print, radio and digital formats.

Access chose to feature Ella Eyre’s hit song Together as the backdrop to the commercial as it captured “the energy, dynamism and essence” of the University. It’s certainly upbeat.

The creative was insight-led, notably from extensive research into Generation Z - a hyper-connected group of digital natives who seek authenticity and relevance from brands. As such, the film focuses on the power of inclusivity and shared experiences to deliver a realistic and immersive multi-channel creative execution, which is overlaid by motivational keywords to inspire the audience.

Ruth Connor, Executive Director for Strategic Marketing at UCLan said: “This campaign is an exciting departure from traditional undergraduate recruitment initiatives. It is fresh, honest and meaningful and truly communicates the sense of community that underpins everything that we stand for at UCLan.

“University is about shared experiences, solidarity and friendships. Together is such a powerful message and we are confident that it will truly resonate with our 2019 undergraduate audience.

“It was a great team effort from all involved and Access were fantastic to work with from start to finish. The team really understood what we were trying to achieve and showed great knowledge of the hugely influential Gen Z audience who are demanding much more from brand campaigns. As a result, they have created an emotive and inclusive execution that runs seamlessly across all channels and is set to give the university real stand out amongst the target audience. We look forward to analysing the results.”

 

Thursday, 20 September 2018

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