#1 UNPARTY SCHOOL by Ogilvy & Mather New York for AIU

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Industry Education
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Director Richie Keen
Art Director Dave Marino, Samantha Berliner
Producer David Zellerford
Editor Chris Pensiero, Eric Gross
Released October 2011

Credits & Description

Category: Acquisitions
Advertiser: AIU
Product/Service: AIU
Co-Chief Creative Officer: Alfonso Marian (Ogilvy New York)
Co-Chief Creative Officer: Mat Zucker (Ogilvy New York)
Creative Director/Copywriter: Jim Thompson (Ogilvy New York)
Art Director: Samantha Berliner (Ogilvy New York)
Art Director: Dave Marino (Ogilvy New York)
Associate Creative Director/Art Director: Bryan Murphy (Ogilvy New York)
Producer: David Zellerford (Ogilvy New York)
Director: Richie Keen (Superlounge)
Cinematographer: David Hennings (Superlounge)
Executive Producer: Dave Farrell (Superlounge)
Executive Producer: Jordan Brady (Superlounge)
Editor: Eric Gross (Eyepatch Production)
Editor: Chris Pensiero (Eyepatch Production)
Executive Producer: Jeremy Martino (Eyepatch Production)
Executive Producer: Lynn Roer (Eyepatch Production)
Post-production Supervisor: Elizabeth Hurd (Eyepatch Production)
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Describe the brief/objective of the direct campaign.
Today, many adults are considering returning to school to get a degree that will advance their careers in an increasingly tough and competitive economy. These prospective students see school as a means to an end, rather than an experience to be savoured. They also tend to dismiss advertising, preferring to think of themselves as 'practical thinkers' who form their own opinions. AIU wanted to convince these busy, working professionals that an online school was a superior choice for them over traditional colleges by attempting to earn the title of America’s #1 Unparty School.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Princeton Review ranks America’s Universities yearly based on such things as: Best Engineering Program, Best Academics, Best Student Life, and of course, the ranking that always makes headlines, the #1 Party School.

But since AIU is an online school, it doesn’t have many of the fixtures of a traditional American college: quads, sports teams, ivy-covered halls, etc.

We wanted to turn that potential negative into a positive by positioning ourselves as a no-nonsense way to get a degree by inventing the ranking, America’s #1 Unparty School.

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

The position of America’s #1 Unparty School gave AIU an engaging platform and a strong point of view to show that we, like our prospective students, place little value on the superfluous offerings of traditional universities. It allowed AIU to simply explain who it was and what it was about and let our target form their own opinions, therefore overcoming their professed resistance to advertising messaging.

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.
The response was immediate. In less than 4 months, AIU increased website traffic 1,703%. Their videos ranked ahead of University of Phoenix (the category leader) for the first time in school history. The received 11.7m free impressions and had a phenomenal 2.6m click-to-plays in a category regarded as low interest. Twitter followers increased 192%, while Facebook likes sky-rocketed 551% leading to an 80% lift in brand awareness. All on a media budget of only $191,000.