The campaign’s main goal was to make this technology university in Tallinn the #1 choice for top secondary school leavers. The media challenge was to take the message to a young target group hard to reach thrugh traditional media channels.
We carried out the campaign in several phases. In the first phase, we influenced parents on TV with an image clip. In the reception period, the main emphasis was on online channels and social media, considering the media use of the target group. Ads in bus stops and in cinemas also played a supporting role. But how to market Tallinn Tech as a true flagship? We sent Starship robots to schools where they delivered invitatios to the top seniors. The entrance campaign was the latest example of how Estonia as a digital development beacon has everything to create top-calibre media solution.
The assisted recognition figure among the target group was 90% after the campaign. The university’s brand preference figure among the target group rose by 28% and the desire to study at the university by 50%, with a corresponding decrease in the figures for the main competitors.
The university's brand preference figure rose by 28% and the desire to study at the university by 50%!