In today’s competitive digital landscape, how do you get Gen Z to stop scrolling?

Bangor University

Research, Concept Development, Campaign Copy

Background

Since 1884, Bangor University has been cultivating its academic contributions, vibrant community and relationship with the stunning natural landscape of North Wales. The university offers an impressive student experience, with more than 150 free clubs and societies as well as 50 specialist research centres for the Arts, Humanities and Sciences.

The aim

Offering a unique student experience in an unrivalled location, the university should stand out amongst its competitors. But the university needed to engage and connect with their core target audience – Gen Z. Following a successful tender process, the recruitment team partnered with us to produce creative campaigns that aim to increase awareness of the university, student applications and open day attendance.

Four colourful banners representing different university campaigns, each featuring smiling students and color-code for undergraduate, autumn open days, clearing, and postgraduate programs.

An image of a smartphone displaying an advert for Bangor University with 'Master Your Future through postgraduate study' text overlay.

Communicating the right message

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.

Considering this frame of mind, our messaging across the campaigns including Early Engagement, Open Days & Clearing focused on empowering young people, vibrant student life and a welcoming community. It was important that attention-grabbing statements and key messaging took priority, in order to stop the audience in their tracks.

Visual conception

To engage and positively influence the audience, we favoured imagery that focused on the individual and the community that they can build around them. Using the brand assets, we also developed a unique style for each campaign by carefully considering how the colours would evoke unique emotions. For example, we opted for calming colours for Clearing and warm and welcoming tones for Open Days.

When translating the concepts across multiple platforms and campaigns, 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 at each stage of the recruitment cycle, to communicate the right message, at the right time, in the right format. In practice, this meant 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 studying at Bangor.

Promotional graphic for Bangor University featuring a smartphone interface and social posts.

Phone graphic promoting postgraduate study at Bangor University.

Testimonial

"I just wanted to say a big thank you to you and the team for all your support and for delivering such a fantastic concept."

Tiffany Ferrier,
Senior Recruitment Officer, Bangor University

Inside The Project

"It’s always a joy to work with Tiffany and the Bangor University recruitment team. Together, we’ve created engaging campaign assets that inspire young people to explore higher education through our creative thinking and audience insight."

Emma Bagley,
Business Development Director, Starbots Creative

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