THE BRIEF

University College Birmingham wanted to review their current campaign materials to determine whether it was worth investing in an overhaul or simply refresh.

STRATEGY

Our copywriting and creative teams collaborated to develop two new creative routes and refresh the existing campaign. We initially pitched these concepts to the client to gather feedback and then refined the ideas based on their input. Next, we produced mock-ups of all three routes and shared them with the client for market testing with their current first-year students. Based on the feedback, we further refined the preferred route and produced master assets for the necessary channels.

WHY IT WORKS

Taking this approach meant that no element of the proposed campaign routes were designed in isolation; both written and visual components were developed together, elevating the overall concept.

In smaller projects, market testing is often overlooked but, in this case, proved to be invaluable. The students at University College Birmingham favoured different routes to our team, highlighting the importance of gathering perspectives from diverse and relevant stakeholders. This feedback allowed us to refine the campaign to better resonate with the target audience.