Academia and advertising may enjoy each other’s 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, differentiated 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 behavior 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.

TV was a key player in building a potent brand in an overly traditional market. The University of Dundee campaign broke the mould to engage with audiences over the short term and challenge the perception that you should only consider television if you’ve got a seriously big marketing budget.

For the complete case study visit the WARC website.