Formed following a merger of the University of Glamorgan and the Newport University, the University of South Wales came to us as new university brand in the market.
They were looking to launch with an impactful awareness campaign, building recognition across Wales and beyond as an aspirational, forward-thinking university, empowering ambitious learners to achieve success.
With a cinema campaign in mind, the approach was to introduce the new University with a film that would make people sit up, watch and remember University of South Wales.
Although the news of the merger between the two universities was well know locally; outside of South Wales, potential students were unlikely to know about the merger, and probably would not recognise the name of the new University.
Working with our good friends at Aspect Film and Video, we developed an idea that would appeal to our core target audience of 16-17 year olds, and also our secondary audience, their parents, and other influencers.
Our challenge then was to identify a recognisable actor with the strength to deliver and a connection with South Wales. We chose Ioan Gruffudd, born in Cardiff, and made world famous for his roles in successful television dramas and blockbuster films. Although he was flown over from his home in Los Angeles on a very tight time schedule, the film was completed in good time with the impressive results the client was looking for.
Our campaign successfully raised awareness about the brand new university, while reaching out to prospective students, encouraging them to enrol .
