"Questions about life inside Saint Louis University's 12 on-campus residence halls and apartments are among the most common topics fielded by admission and student development staff. The University is also ringed by new apartment and loft developments, creating competition for student housing dollars. While university housing tours typically show occupied spaces, the COVID-19 pandemic removed that as an option.
SLU's Division of Marketing and Communication theorized that what students want to see isn't so much what other people have done to their rooms, but what is possible overall. Riffing off design mockups commonly seen in home design shows, the team conceived of a series of 12 videos that hinged on animation to tell this story. As each element animates in, students and parents learn what elements are standard, how furniture can be arranged, and which extras are often rented (lofts/futons) or brought from home. Drone videography and b-roll of common spaces rounds out the video, which addresses common questions and concerns. The videos are complemented by photo and 360-degree images of each space taken during the same shoots. The series lives on slu.edu and as a playlist on Saint Louis University's YouTube channel."
From the Judges
This campaign came out ahead when looking at overall strategy and effectiveness, as well as content and quality. This was a fresh take that we felt inspired students to learn more.
