Campanie
General Information:
Strategic approach:
| Strategic approach: |
”Rebuilding Bucharest in Minecraft” was a conceptual exploration in Minecraft of how Bucharest could look, rebuilt in the future by Generation Z. Understanding their passion for digital and aversion to convention, we offered them the opportunity to reshape Bucharest according to their vision as part of the UTCB 2023 admission campaign. The context of this campaign was full of challenges: the client's specific niche, a limited budget (under 5000 Euros), the campaign's objective was not awareness but conversion, and the target audience represented one of the most challenging segments in the market: Generation Z. A generation with the shortest attention span in the digital realm (approximately 2 seconds) but also the highest exposure to information. An heterogeneous target group that emphasises immediate professional benefits when choosing higher education, characterised by a passion for technology and unconventionality, which requires a different communication approach from universities that aim to attract them. The Technical University of Bucharest (UTCB) set the goal to continue the growth of enrolments in undergraduate programs in 2023 and maintain the number of graduates in master's programs (over 2,000 positions in total). The challenges in this context included: - the need to communicate academic information in an unconventional and authentic way, suitable for Generation Z, and - the low budget allocated for the online admission promotion campaign at UTCB, This required the development of a creative and relevant approach that had the potential to authentically capture attention, generate organic buzz and word of mouth, so that the campaign's messages would naturally spread among the target audience, maximizing the earned media zone at the same time. |
Execution:
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