Since 1884, Bangor University has been cultivating its academic contributions, vibrant community and relationship with the stunning natural landscape of North Wales. Fast forward to today, we’ve been focusing on communicating their unique university experience to prospective students, across their journey toward higher education. Following on from the brand’s ‘Experience magical’ campaign, we developed and delivered a new campaign concept for the 2023 recruitment cycle.
Research, Workshops, Concept Development, Copywriting, Print design, Digital design
So, how do you make magic relatable to a Gen Z audience? You translate it into an individual, personal power. Growing up in a diverse, progressive and enlightened world, Gen Z – born between 1997-2012 – are not afraid to express themselves and stand up for what they believe in. Facing a lockdown in their youth and a bleak economic and ecological outlook in their future, Gen Z is keen to maximise experiences and continue the push for positive progression. Our campaign messages developed from this point, focusing on the empowering nature of Bangor University.
When translating the concept across the campaign platforms, it goes without saying that a ‘one size fits all’ approach wouldn’t cut it. We got creative, considering the target audience and their frame of mind, to communicate the right message, at the right time, in the right format – from embracing the storytelling opportunity on YouTube, to focusing on dynamic content and in-app language on TikTok.
Ultimately, we created each asset to make the audience stop, engage, and act. By developing a consistent style for each campaign and placing Bangor’s unique selling points on full display, we gave the audience a newfound awareness and interest in pursuing a university career at Bangor.
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