CITY UNIVERSITY OF SEATTLE Ambient, Case study ANT HABITAT by Creature

ANT HABITAT

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Industry Education
Media Ambient, Case study
Market United States
Agency Creature
Art Director Kristi Flango
Copywriter Sarah Bergey
Designer Chris Campbell, David Kaul
Producer Kristin Holder
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: CITY UNIVERSITY OF SEATTLE
Product/Service: EDUCATION
Agency: CREATURE
Date of First Appearance: Jul 1 2010
Entrant Company: CREATURE, Seattle, USA
Principal/Chief Creative Officer: Jim Haven (CREATURE)
Principal/Chief Creative Officer: Matt Peterson (CREATURE)
Design Director/ECD: Steve Cullen (CREATURE)
Director of Media Strategy: Kristie Shields (CREATURE)
Art Director: Kristi Flango (CREATURE)
Copywriter: Sarah Bergey (CREATURE)
Designer: Chris Campbell (CREATURE)
Designer: David Kaul (CREATURE)
Producer: Kristin Holder (CREATURE)
Account Executive: Ryan Cunningham (CREATURE)
Project Manager: Jessica Lorenzen (CREATURE)
Media placement: Ambient - SeaTac International Airport - 1 July 2010

Insights, Strategy & the Idea
CITY UNIVERSITY needed to find a way to position itself, so they could compete with both traditional universities and branded for-profit institutions. As the clients saw it, intelligence has long been divided into two camps- book smarts and street smarts. CITY UNIVERSITY dared to redefine this way of thinking and developed a new kind of intelligence, called CityWise. This campaign highlights this style of learning and serves as a product demonstration for their philosophy that education comes from all angles. Our target audience was Chancemakers- people who know what they want and are ready to make it happen, regardless of age and location.

Creative Execution
The strategy was to use a multi-tiered mix of media that educates, informs, surprises and leaves the consumer wanting to learn more about CITY UNIVERSITY. With an updated design look, Seattle area consumers were exposed to the CityWise message through a mix of contextual messages on billboards, transit and gas station pumps, accompanied by radio and online advertising And let's face it, love them or hate them, ant Habitats are people magnets. It also served as a lesson in project management - a case study in organizational structure. Placed in an airport terminal frequented by business travellers, it becomes much more than an ad, but a relevant and thought-provoking product demonstration of what CITY UNIVERSITY has to offer. The campaign, including the Ant Habitat, brought to life a new way of viewing CITY UNIVERSITY and the experiences it offers.

Results and Effectiveness
The campaign has increased visits to the CITY UNIVERSITY OF SEATTLE website, with traffic up over 50% year to year. Specific to this execution were high levels of participation as people circled around the ant habitat causing crowds in the terminal. Overall, the combination of executions garnered greater brand recognition and awareness from prospective students, while simultaneously creating a new identity, mission and voice for the CITY UNIVERSITY brand.