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at Open Days
year on year,
whilst budget halved
The University of Central Lancashire is Britain's most dynamic young university and, as such, came to the agency in search of a brand identity that would differentiate UCLan from the proliferation of new universities in a very competitive market.
Lesniak Swann came up with the simple expedient of showcasing the talents and achievements of UCLan's alumni, including a BAFTA-winning head of ITV news, Sony computer games designer and BBC radio reporter, within the context of the powerful brand message of 'transformation'. Each execution focused on genuine 'before and after' photographs, highlighting the remarkable feats of transformation UCLan had helped to engineer.
The multi-media campaign took in outdoor, cinema, tactical press and, crucially, online activity on websites such as Facebook and Bebo focusing very precisely on UCLan's target age group. The web activity proved especially successful, generating click-throughs that represented more than thirty times the anticipated response rate, while the campaign's overall achievements included doubling attendance at Open Days.