Experience is at the core of Northeastern University. To demonstrate this, we launched "You. Activated by experience 2.0," a new campaign across all of our global campus markets to raise awareness about Northeastern’s innovative graduate programs. This campaign highlights our university’s strengths to prospective students who may not yet know the power of a Northeastern graduate education. The campaign then very clearly leverages motivational and inspiring messaging, paired with bold, eye-catching imagery from each of our campuses to illustrate how we offer this experience-based pathway for those seeking a change in their lives. Our media environments are purposefully high-scale, blanketing the designated market areas to make sure we are seen by many, and throughout their day, consistently. We created more than 80 new commercial TV assets and over 200 supplemental assets designed to showcase each of our 11 campuses that support graduate programming in the U.S., Canada, and the U.K. In addition, we captured footage to support another regional campaign that will sit under the "You. Activated by experience 2.0" campaign umbrella. We developed two scripts for A/B testing. One script is more inspirational, and the other is more practical with the approach to tone. Through bold storytelling, the TV campaign gives prospective students an immersive feel of the Northeastern experience inside and outside the classroom.
From the Judges
A well produced series of ads that reach their intended audience.
