This gloablly renowned business school was looking for an out of home and social campaign to generate more interest in its courses. After taking part in brand workshops at the university a clear theme of ‘We’re business but not as usual’ was settled upon. The campaign leveraged this thinking.
Northumbria University - Business School
Campaign concept | Copywriting
The concept
Playing into the common perception of business schools, Northumbria pushed back. Here you don’t need your own network to go far, wealthy parents or to follow the traditional corporate ladder route. The strike through messaging mechanic was a quick and impactful way to get that across for OOH and social where read times are short and impact matters.
The outcome
The campaign landed well significantly increasing engagment with the Business school. The university also asked us to do a follow up workshop with some of their marketing students to pass on some of the thinking behind the campaign.