Best of CASE Europe Region Award
 

Institution: University of Limerick

Title of entry: Stay Curious - the University of Limerick Postgrad Campaign

About this entry: Prior to 2022, University of Limerick had never implemented a large-scale marketing campaign focused on postgraduate study options. When the launch of a new university strategy, with increased focus on PG recruitment, coincided with a pandemic landscape that drastically changed the face of the market, we knew we needed to deliver something big, acknowledging a worldwide renewed energy of curiosity and ambition, and a refocus on personal goals.
With small budgets but grand ambitions, we used years of experience in our team to brainstorm a creative completely in-house. A Community for the Curious was born from this insight.
Realising peer-to-peer communication as the most authentic and impactful messaging we can offer, we knew we had to ‘show, not tell’, bringing to life journeys students could identify with. We carefully chose ambassadors who would resonate with audiences and raise awareness of UL as a supportive university, striving for engaging and emotive content that delivered wide reach and awareness, increased traffic and delivered leads keen to learn more about PG at UL.
The brand ethos and core values were reinforced in the design style yet the campaign had it’s unique distinctive look which set it apart from other campaigns such as those for the UG market.
From the outset, the campaign smashed all industry averages for metrics. More importantly, it generated a strong emotional response, positioning UL as a place where curiosity is at home,.