ENGAGE WITH A BETTER SPACE by Contract Advertising, Contract Advertising (india) for HKUSPACE COMMUNITY COLLEGE

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ENGAGE WITH A BETTER SPACE

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Industry Colleges, Universities & Education Centers
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Contract Advertising
Agency Contract Advertising (india)
Associate Creative Director Amy Chang
Released June 2009

Credits & Description

Category: Commercial Public Services
Advertiser: HKUSPACE COMMUNITY COLLEGE
Product/Service: EDUCATION INSTITUTION
Agency: CONTRACT ADVERTISING
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: OMD HONG KONG, HONG KONG
Managing Director: Jackson Kwok (OMD HK)
Associate Director: Amy Chan (OMD HK)
Business Director Digital: Raymond Leung (OMD HK)
Strategic Planning Manager: Hannah Walsh (OMD HK)
Managing Director: Charles Wong (Contract Advertising)
Managing Partner: Benny Ko (Contract Advertising)
Group Creative Director: Frankie Fung (Contract Advertising)
Account Executive: Dorothea Liu (Contract Advertising)
Media placement: Bus - Bus Body - 08/06/2009
Media placement: Newspaper - Daily - 15/06/2009
Media placement: Magazine - Weekly - 19/06/2009
Media placement: Bus Shelter - Whole Shelter Domination - 19/06/2009
Media placement: Radio - Segment - 29/06/2009
Media placement: Online - Mini-Site ; Display Ad ; MSN ; SMS - 12/06/2009
Media placement: MTR - Sticker Next to Saloon Window - 25/06/2009

Results and Effectiveness
Numerous engagement metrics attested to the students’ engagement with our campaign. Our HKU Space community microsite received 35,000 unique visitors, 57% of which recommended the site to friends. 1,200 “good luck” wishes were sent, over 200 students interacted with our online graduation photo and over 800 leads were generated. 57% recommended the website to friends. This high level of engagement proves that the strategic objective of our campaign, building an emotional connection between HKUSPACE and the prospective students, was achieved. Most importantly we also over-delivered on the business objective of our campaign, providing applications 30% above the level of the previous year

Creative Execution
The campaign was structured around 4 key stages. Share and Prepare: Prior to exams students were encouraged to share feelings about the tough times ahead via an interactive community microsite. An online ‘Wishing Wall’ allowed friends to send good luck wishes via SMS. Online banners, magazine and radio drove traffic to the site. Advocacy: Current students shared their experiences via video and blogs to empathise with those undergoing college applications – and also to discuss the excitement of life on campus! Call to action: On results day, outdoor and online advertising drove top-of-mind awareness as students scrambled to secure offers. Engagement with the campaign continued via an online Graduation Photo Wall with photo uploading via online banners and MMS from bus shelters. Enrolment: Contact details gathered in earlier stages of the campaign were utilised to send one final email or SMS to encourage students to become part of the HKUSpace community.

Insights, Strategy & the Idea
In Hong Kong, academics and education is a top priority for both parents and kids. However access to higher education is limited to bachelor degree courses available for less than 32% of secondary school leavers. HKUSPACE Community College offers an alternative route into tertiary education for those students who were unable to secure a place at university. The objective of the campaign was to increase applications by 10%. In-depth interviews revealed that prospective students experienced a mix of emotions throughout the college application period. They feel disappointment over exam results and anxiety about the future, but also excitement about the start of a new life. Moreover, HKUSpace is seen as an intimidating college, which might not accept them. Our strategy sought to build a connection between students and HKUSpace. We used communications to provide students with emotional support to help them negotiate Hong Kong’s tough academic environment.