Imitation may be the sincerest form of flattery but when competitors appeared to be copying the University of Strathclyde Business School’s advertising style for student recruitment, we were challenged creating a new distinctive (and effective) look. We were well aware of the business school’s reputation for research and teaching excellence, and for the ‘employability’ of graduates. We used that knowledge to develop a copy-led campaign that highlighted the quality of a Strathclyde education and the doors it could open, and the university’s links with real-world business. The headlines featured compelling facts and figures, and were used with simple and bold graphics – confident and, once again, distinctive. Working with the school’s media buying partner, we developed adverts for newspapers, business publications and inflight magazines, as well as an extensive digital campaign. After launch, traffic to Strathclyde’s website seeking information increased by 61%, while click-throughs were up 200%.
Nominated for Best Press Advert at Scottish Creative Awards.
University of Strathclyde Business School