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Industry Education
Media Promo & PR, Case study
Market Colombia
Agency UM
Creative Director Francisco Jose Galan Ribeiro
Released June 2009

Credits & Description

Category: Commercial Public Services
Product/Service: UNIVERSITY
Date of First Appearance: Jun 2 2009 12:00AM
Entrant Company: UM COLOMBIA, Bogotá, COLOMBIA
Account Director: Diana Vargas
Creative Director: Francisco Galan
Strategic Planning Director: Mario Mejia
Account Service Director: Armando Ruiz
Account Assistant: Patricia Lagos
Account Digital Service: Tatiana Orozco
Managing Director: Diego Garcia (DG Marketing)
: (RCN Television)
: (Ennova)
Media placement: TV News Integration - RCN Channel - 02/06/2009
Media placement: TV News Integration - NTN24 - 02/06/2009
Media placement: On LIne Section - RCN News Website - 03/06/2009

Results and Effectiveness
• According to RAC*, in only six months Sergio Arboleda University increased their advertising awareness in the University Degree target by 58%, and their brand awareness in the master degree target by37% compared to 2008. • According to the RCN Channel Digital Unit, More than 19,000 people visited our section and talked with us on the Internet (benchmark: 90% more than a traditional media site) * RAC is a monthly survey conducted by research company OPTIMOS S.A. measuring indicators of awareness, attitude and consumption in Colombia.

Creative Execution
We created the first TV news content integration format, a TV space called “DESDE LA ACADEMIA” (from the academy). The RCN News committee finds a topic about economics, politics, and so on, that is analysed by one of the different experts from the Sergio Arboleda University who are invited every week to talk about their opinion on the topic of the day. We ensured that the name and title of the expert and the University name are always credited. We have the same section on the RCN News website where people can see the different videos with the expert opinions and share with us their own opinion about the different topics. Within the University we use the section as a tool of “EDUTAINMENT”; as teachers ask to their students what they think about the theme of the week to get a good grade.

Insights, Strategy & the Idea
The Sergio Arboleda University is a private institution of higher education located in Bogotá, Colombia. The Sergio Arboleda University has several degree options but had low credibility and awareness among their target audience, the reason maybe being that universities in Colombia typically focus their media investment on print media, so we were doing the same as the others and were not being heard. We came across the fact that most of the university teachers and directive staff are highly qualified and play an important role in public affairs (politics, government employees, among others). All of them with a constant appearance in mass media. How could we increase awareness and generate credibility for the university?