In the UK, a new generation was reaching adulthood, and there were signs of a shift in attitudes from the previous ‘millennials’ to being much more self-reliant, focussed and pragmatic. From delving deeper than generational labels, we found individuals all too aware of the uncertain economic, employment and environmental prospects they would face in the next decade. And we found an inspiring amount of dedication to self-improvement and determination to face those challenges.
Yet competitor universities continued to promote an idealised view of studying and a promise of seemingly easy success after graduation.
The opportunity for the University of Salford was to forgo competing on reputation, and forge a stronger emotional affinity with this new generation of students. Reflecting the attitudes of the audience, championing determination and resilience, and demonstrating how the University’s industry-based education helps them acquire the skills the future will demand of them.
The ‘Become Unstoppable’ campaign celebrates the dedication and determination of this generation, in an honest and empowering tone that set it apart from competing university communications. The recently refreshed University branding was central to the execution to make it unmistakeably Salford.
Fully integrated across digital, outdoor, TV and cinema, the campaign was the University’s most successful to date despite a reduced spend from previous years. It achieved record engagement levels, record attendance at open days and significant YOY increase in applications. Based on its impact, the campaign was refreshed for a second year.