The University required a campaign and creative positioning that reflected their results, ambitions and USPs for the 2022 recruitment cycle with the backdrop that young people more than anyone had had the worst experience in the proceeding years due to the pandemic.
Their expectations of university were no more or less than anyone that had gone before them.
We needed to reassure potential students that their expectations can and will be met at University of Surrey.
We conducted interviews with a range of research pairs covering traditional UG, mature and International across first, second, work placement and final years.
They gave glowing accounts of their time at UoS and the way Surrey went above and beyond to surpass their expectations of learning and university life.
This insight gave stakeholders the confidence that our approach of ‘Expect More’ was the right one.
The creative was rolled out across OOH, Press, Facebook, Instagram, TikTok, Quantcast, Unifrog, IDP Connect, The Student Room, Complete University Guide, What Uni and Spotify.
We then took the style and campaign guidelines and developed a more direct approach for Clearing. See typographical animations we used across social and programmatic, below.
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