The University of Manchester has long enjoyed a reputation for leading the way in computing. It was the place where the first shared storage computer was created. Known as “Baby,” this was the first computer that ever ran a “program” We wanted to capitalize on that heritage to deepen and strengthen the connection between alumni and the university, and persuade them to give it their financial support. We were aiming primarily at graduates from the math and computing faculties, who we know feel a great deal of affinity to the departments where they spent their formative years. We know that they enjoy thinking of themselves as specialists and believe that they stand out from the crowd – so this was a more specialized appeal than the general communications. To demonstrate that specialism, we decided that this appeal should not be written by a human. Instead, it should be written by the direct descendant of the first shared storage computer–Baby 2.0
From the Judges
This was truly a unique entry. The University of Manchester used something so specific to them, the home of the first computer, to bring an audience into a new way of thinking, by using an algorithm to create the direct mail appeal. Brilliant!
