Where will you go?
Treated as a sub-brand to their existing university positioning, the ‘where will you go' campaign was intended to add more depth and meaning to their vision of being the ‘university of choice for aspiring citizens of the world’. Knowing that the key to capturing the attention of today’s youth is bringing the message to places that kids congregate, we recommended that the web be at the core of the campaign. We also included selected print, outdoor, radio and TV, which highlighted the world of possibilities that today’s students have. The ads paid-off with the line “Where will you go” and pointed them to a new video-rich microsite called SMUtube.ca, a site we incepted and created. With student-generated video content, the site reflected real student experiences on campus, adding a dimension of authenticity to our recruitment campaign.