University of Sussex – Geo targeted OOH and digital audio
University of Sussex – Geo targeted OOH and digital audio
Campaign Objectives –to boost attendance at UOS Open Day events and increase applications for Degree and Masters courses
Target Audience – Primary audience of 16-18 year olds, with a secondary audience of 18-24 year olds
Geography – Geo-targeted regions and postcodes supplied by University of Sussex
Activity – Geo targeted OOH and digital audio including Spotify
Results – 108% overdelivery of tube & rail OOH, 30% overshow of TCPs and 2% across digital audio
The MEERKATs are well known for their university advertising and their ability to increase footfall. Our ongoing advertising campaign for the University of Sussex is no exception. The MEERKATs have burrowed and foraged effectively to promote the University of Sussex’s annual Degree and Masters courses over numerous years.
Out of home (OOH) sites were precisely sniffed out based on the postcodes and locations of feeder schools. This activity was also supported by geo-targeted digital audio on both Spotify and DAX which specifically encouraged school leavers to attend Open Day events.
In addition, potential students were targeted via Train Car Panels and billboards across the London Underground network. Depending on the nature of activity, the panels were selected by postcode, station or even pinpointed down to individual station platforms. Cinema advertising was timed to tie-in with film releases relevant for the target demographic.
Together these advertising approaches for the University of Sussex have ensured that the right messaging reached the right people at the right time, and applications were successfully boosted.
