Prior to 2022, the University of Limerick had never implemented a large-scale marketing campaign focused on postgraduate study options. When the launch of a new university strategy—with an increased focus on postgraduate recruitment—coincided with a pandemic that drastically changed the face of the market, we knew we needed to deliver something big, acknowledging a worldwide renewed energy of curiosity and ambition, and a refocus on personal goals.
With small budgets but grand ambitions, we used years of experience in our team to brainstorm a creative completely in-house. A Community for the Curious was born from this insight.
Realizing peer-to-peer communication as the most authentic and impactful messaging we can offer, we knew we had to show, not tell, bringing to life journeys students could identify with. We carefully chose ambassadors who would resonate with audiences and raise awareness of UL as a supportive university, striving for engaging and emotive content that delivered wide reach and awareness, increased traffic, and delivered leads keen to learn more about postgraduate at UL.
The brand ethos and core values were reinforced in the design style, yet the campaign had its unique, distinctive look, which set it apart from other campaigns, such as those for the undergraduate market. From the outset, the campaign smashed all industry averages for metrics. More importantly, it generated a strong emotional response, positioning UL as a place where curiosity is at home.
From the Judges
Judges liked the design and branding and how it was implemented, as well as the thorough discovery/research process. The group of people highlighted were great choices.
