HUMAN WEBSITE by Uncle Grey Copenhagen for Aarhus School Of Business/university Of Aarhus

HUMAN WEBSITE

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Industry Colleges, Universities & Education Centers
Media Direct marketing
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Michael Paterson, Jesper Joergen Hansen
Art Director Jakob Nusbaum
Copywriter Iben Kruse Knudsen - Uncle Grey
Released May 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: UNIVERSITY OF AARHUS
Product/Service: UNIVERSITY
Agency: UNCLE GREY
Date of First Appearance: May 29 2009 12:00AM
Entrant Company: UNCLE GREY, Århus, DENMARK
Creative Director: Michael Paterson (Uncle Grey)
Creative Director: Jesper Hansen (Uncle Grey)
Art Director: Jakob Nusbaum (Uncle Grey)
Copywriter: Iben Kruse Knudsen (Uncle Grey)
Account Manager: Jesper Kortegaard (Uncle Grey)
Media placement: Event - Ambient - 29/5 2009

Describe the brief/objective of the direct campaign.
The University of Aarhus wanted more students to apply and at the same time brand themselves as an innovative and open-minded university with the students in focus. The challenge was to position The University of Aarhus as a modern university that truly understands their students by breaking away from the general perception of universities as inaccessible Ivory Towers. Therefore we decided to create a momentary feeling within the students that they were already there.

Explain why the creative execution was relevant to the product or service.

The University of Aarhus needed a stronger profile in order to stand out from the other universities in Denmark. One of the general perceptions of the universities is that they are inaccessible and disconnected with the real world. The University of Aarhus wished to turn this perception into their advantage by positioning themselves as the one university that shows a sincere understanding of (future) students’ situation. By taking the website to the students on their shared home ground, the university certainly gave an unmistakable proof of the interest in the students and their life.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created an interactive theatre play as an exact copy of the university website, this way making an important and explicit step towards showing the students a sincere interest. A supersized laptop was built specifically for the occasion and placed in the heart of the town. In this, a theatre crew imitated the many functions of the university website: chats with student advisers, information search and pop-up films. At the end of the play, a paper pdf was downloaded and handed out to the spectators.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
On the spot, a huge crowd of people gathered to see the performance, and the applause spoke for itself. The number of visitors on the university website increased by 52 percent, and the number of students increased by no less than 13 % at the University of Aarhus.