ANT HABITAT by Creature for CITY UNIVERSITY OF SEATTLE

ANT HABITAT

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Industry Colleges, Universities & Education Centers
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: Commercial Public Services incl. Healthcare & Medical
Advertiser: CITY UNIVERSITY OF SEATTLE
Product/Service: EDUCATION
Agency: CREATURE
Date of First Appearance: Jul 1 2010
Entrant Company: CREATURE, Seattle, USA
Principal/ Executive Creative Director: Jim Haven (CREATURE)
Principal/ Executive Creative Director: Matt Peterson (CREATURE)
Director of Media Strategy: Kristie Shields (CREATURE)
Design Director: Steve Cullen (CREATURE)
Art Director: Kristi Flango (CREATURE)
Copywriter: Sarah Bergey (CREATURE)
Designer: David Kaul (CREATURE)
Designer: Chris Campbell (CREATURE)
Producer: Kristin Holder (CREATURE)
Account Manager: Ryan Cunningham (CREATURE)
Project Manager: Jessica Lorenzen (CREATURE)
Media placement: Ambient: Ant Habitat - 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. We branded their educational philosophy as Citywise: where street smarts from life experience and traditional academics are combined. 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. Additionally, we placed an ant habitat in an airport terminal, filled with thousands of live ants. It served as a demonstration of project management.

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.