As a university that breaks the education mould in our course delivery strategies, Birkbeck wanted to create a distinctive and engaging brand campaign that drove engagement and increased applications and enrolments in a time of national decline. A detailed audience insight gathering stage led to the creation of accurate heartland and headroom personas and enabled a smooth and engaging customer journey for our target audience. Our difference was translated into clever content strategies and visually different creative with our "Problem Solved" campaign. The campaign showed impressive results across the board, with activity continually outperforming sector averages.
From the Judges
This campaign was so unique. It has such a fun, eye-catching and light-hearted approach that it gives the school an actual personality different than you expect in higher education. Beyond that, the entry was very comprehensive. Outcomes tie everything back to established goals, which clearly link back to enrollment and applications - fundamental to higher ed. All the judges agreed that this was so unexpected and so effective. The multichannel approach is also very strong. This was an exceptional submission that really stood out in strategy, outcome, and creativity.
