Future DMU brand awareness campaign
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De Montfort University (DMU) asked us to create a 30 second TV ad supported by other media, including press advertising, to build brand awareness. After looking at the budget and the objectives we proposed something a little different.
Our idea was to shoot six 10 second TV adverts. This gave the university greater flexibility, enabled their budget to go much further and gave them more TV coverage with 925 airings and reaching over 1 million more viewers. Far exceeding their expectations while still staying within a very tight budget.
The concept featured successful alumni and honorands from the university. The aim was to inspire people and to promote the university as a positive choice. We developed the strapline ‘successfully shaping our world’ and the whole approach gave them a diverse range of dramatic images and stories for all the other supporting media and collateral.
To maximise budget and timings we filmed and photographed the whole campaign over a 2 day period using two adjoining studios. The animated lights and shapes were developed further in the post production process to add energy and give a more sophisticated feel.
The TV and press adverts were launched nationally in the summer of 2009 with very positive feedback and continued on from the success of the previous campaign.
