IPA Effectiveness Awards 2005: Silver Award - Best Integration - Sponsored by Xtreme Information

UNIVERSITY OF DUNDEE Campaign: University challenge. Serious fun Client: University of Dundee Agency: Frame C Principal author: George Cumming Media used: TV, print, outdoor, radio, press

CASE SUMMARY

Academia and advertising may enjoy each others' company in the dictionary but rarely, if ever, anywhere else. Dundee University broke with tradition, using advertising to drive consumer demand for places at a greater rate than any of its peers in the UK academic sector.

A strong academic brand has emerged between 2000 and 2005, differentiated by a proposition that works across all communication routes. The campaign, refreshed annually for the past five years, maintained the "serious fun" proposition, portraying Dundee University as a fun-filled environment offering serious education, which is a stepping-stone to lifetime success.

The hugely successful brand strategy strongly influenced staff behaviour.

An astonishing 83 per cent increase in applications has helped drive quality upwards, pushing the university into the top segment of the UK higher education sector.

JUDGE'S VIEW

"The case was worthy of note because it offered a dramatic turnaround story, where improvements were shown across a number of metrics. The campaign demonstrated a large scale of effect and the turnaround coincided with the beginning of the campaign.

"We were also impressed by the application of commercial measures to a non-commercial enterprise. It was felt there was evidence of communications working on a number of levels. Given the innovative move in adopting more commercial metrics, the judges wanted to recognise what seems to be a bold approach on behalf of the client and agency."

- Jeremy Caplin, marketing director UK and Ireland, Nestle Purina Petcare.

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