Defying expectations

Generally, they tended to attract a more mature demographic. That meant people who applied later in the process, and who relied on the University as an insurance choice. Now, they wanted to drive earlier applications from a younger audience; to inspire students who may not have thought about going to university, even though they were capable.  

Thanks to Covid, in-person and face-to-face events were a no go. Instead, we use a wealth of insight, including application patterns, market and competitor intelligence, focus groups and surveys to inform our channel strategy, as well as our creative approach and messaging.  

This campaign was all about inspiring students to consider university; to believe in themselves and to Defy Expectations.