Live Brief for PH Creative - Downing Student Accomodation
This brief asked us to conisder how to market Downing accomodation to students. Downing is a large corporation and has many sectors underneath it's name, Downing Students is just one aspect.
The problem for Downing Students is that the rooms in its buildings are not being filled - not enough students know about them, so this was our task - get them out there, get them known and get those rooms filled!
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We planned a large multi platform campaign, and so, we broke our campaign into three phases.
Phase 1 is the disruptive element of or campaign. The idea is to feel as if there is a revolution being started. We will use the hashtag, #StudentRights, to promote the idea of a revolution.
You can see the video for the first phase of "The Fight For Student Rights" below.
Phase 2 involved creating a media buzz around the student rights issue, through native advertising and live ambient events. We also introduced a microsite which will act as a hub for students to keep updated with the #StudentRights issues. The microsite will also be made accessible to international students through promotions on platforms and channels that they use when searching for UK accomodation.
You can see the video for Phase 2 below.
Phase 3 is where the campaign takes on a propaganda-esque feel and Downing promotes itself as stepping up to the challenge of becoming a leader in the #Student Rights issue. Here we promote using posters and by introducing Downing to students at accomodation fairs at universites etc. We also plan to give out merchandise to keep the Downing brand alive in student's minds after the events.
This phase also features a radio advert, which you can listen to in the video.
You can see the video for Phase 3 below.
Phase 4 is the final phase of our campaign. This phase involves creating posters and merchandise with the "Thou Shalt" theme. We aim to further enforce the idea that Downing is for Student Rights and promote the fact that at Downing accomodation, as a student living there, you always have access to things like Wi-Fi, Sky-TV, a large bed, amongst many other ammenities.
To further promote this idea, we plan to send out Student Survival kits. These kits are sent to students not living in Downing accomodation and contain items like mould killer to further amplify the idea that if you don't live at Downing, you have to put up with terrible living conditions.
Our final aspect is creating the DSPS. The Downing Society for the Protection of Students. This has a charity feel and it can run for as long as needed. It promotes the #StudentRights and puts Downing in a position where it is showing students how much they care for their welfare.
You can see the video for Phase 4 below.
