The World Can’t Wait
Context
University brand campaigns tend to have a defining feature. Similarity.
This lack of differentiation (or even distinction) drives a lack of stand-out in the sector. But when you consider the amount of content and messages people are exposed to daily from every sector HE is punching below its weight when compared to the positive impact it has in the world. Throw in a financial crisis and it didn’t feel like the time to hold back.
Objectives
Work with the Loughborough marketing and creative team to create a distinct, powerful brand campaign platform that the university could build on over time.
Approach
The start point was the brand strategy produced by the university marketing team in association with Jim Tudor, culminating in the proposition – In Pursuit of Better.
We adopted our One Team approach of collaboration with the university creatives and marketers and embarked on a series of creative sprints and internal presentations to develop several powerful creative brand campaign platforms and arrive at a route we were all excited about. It included:
A competitor review
Initial written conceptual routes and mood boards
Refined concepts plus bespoke visual approaches
Final selection – articulation, attributes and visual approach
The World Can’t Wait – Toolkit
Results
The World Can’t Wait punches above its media-budget weight. The visual theme supports the campaigning attitude which has allowed the university to develop stronger points of view around its Institutional Themes. The idea encapsulates both a sense of urgency and anticipation in a culturally relevant way. The World Can’t Wait – and neither can we!
“This was Loughborough University’s first global brand campaign and the last thing we wanted to do was the same as everyone else. The World Can’t Wait has given us a platform to tell our stories powerfully and engagingly with a stand-out visual execution. There isn’t anything like it in the sector and this bold move has paid off with increased global reach, brand mentions, share of voice and brand sentiment over the last 6 months”
Sarah Bostock, Associate Director of Marketing & Advancement
This was another creative collaboration with Loughborough’s team. Media plan by Hunterlodge.