Universiteit van Amsterdam
What makes the University of Amsterdam unique? In order to develop a new campaign strategy we started the collaboration with UvA by asking this one important question.
Insight & strategy
So what defines the UvA? The answer, we found, is right in front of us. It’s the people that make the university. The critical thinkers with the bravado so typical for the city of Amsterdam. To inspire the right students to join the UvA, we developed a personal campaign strategy. Recognisable, appealing, in-depth. People, no slogan.
The campaign strategy focuses on the stories of the people within the university. By sharing their stories, we not only create a sense of recognition, but we also have the opportunity to delve deeper into research questions, specific faculties or the programmes offered by the university.
A year-round campaign
Previously, the UvA campaigns were developed around events like the Bachelor’s Day or the Master’s Week. While we still plan to peak around those events, our ambition is to create a campaign that is relevant 365 days of the year.
Ask, Discover and Meet
The concept consists of three formats: Ask, Discover and Meet. In the short video format Ask, questions about subjects surrounding the university are answered, including information about specific Bachelor’s and Master’s courses, and science and studying in general. Discover is a ten-minute-video format in which scientists, teachers or others involved in the UvA talk about their research, their faculty or any specific subject more in-depth. In the interview series Meet, the people of the UvA are portrayed by Robin de Puy and tell more about themselves: about their study, their research or career.
By telling the stories from within the university, we created a personal, appealing and in-depth campaign. It shows that the university is formed by a wide diversity of people and subjects.
The campaign is created not only for new students. It is also relevant for anyone in the outside world, plus it breaks barriers inside the UvA. It allows people from different faculties, who study the most various subjects, to get to know each other and to learn about each other’s work.