University Challenge. Serious Fun  (2005)

Best Integration

Campaign: University Challenge. Serious Fun
Brand: University of Dundee
Client: University of Dundee
Agencies: Frame C
Authors:

Academia and advertising may enjoy each others company in the dictionary, but rarely, if ever, anywhere else. The University broke with this tradition to successfully employ advertising and drive consumer demand for places at a greater rate than any of its peers in the UK academic market. From 2000 to 2005, a strong academic brand has emerged, differenti-ated by a proposition that cuts through all communication routes. Five campaigns refreshed annually, maintained the 'Serious Fun' proposition of 'a serious education in a fun-filled environment' as a stepping-stone to lifetime success. A hugely successful brand strategy strongly influenced staff behaviour and approach at key communication points. An astonishing 83% increase in applications, has helped drive quality upwards, forcing the University into the top segment of the Scottish and U.K. markets.