The strategy
To make the reasons clear why you should study at the HU, several videos were made by field. In these videos students, who are already studying at the Hogeschool Utrecht, tell their reasons for coming here to study. Video was chosen to support the campaign, because the response from the target group at these kinds of advertising is higher than for traditional advertising. Zideo Media was responsible for the entire process from concept to strategy and ultimately the production of the different videos.
The concept
The diversity of the Hogeschool Utrecht had to be emerged: there is reason enough for anyone to study at the HU. By brief interviews with young people who study at the HU some possible reasons to study at the HU were collected. Using interviews creates authenticity in the campaign, which increases the target engagement.
The result
By field, there is a video produced (9 in total) in which young people talk about why they have come to study at the HU. The videos were released on the Internet and can also be found on the website of the Hogeschool Utrecht.
