ClientDe Montfort University
ProjectAurasma postcards (augmented reality)
The BriefTo create a series of conversion postcards targeting potential DMU Undergraduate students. The postcards were to represent the 14 different 'Schools' within each DMU Faculty (e.g. The School of Architecture, within The Faculty of Art & Design, or The School of Nursing & Midwifery within The Faculty of Health & Life Sciences). The postcards were to be sent to school leavers who already held a firm offer to study at DMU in an attempt to 'convert' them into making DMU their first choice university (applicants have to specify a first and second choice when submitting their final UCAS form).
The ThinkingThe best way to encourage the target audience to "choose DMU" was to hear a positive and persuasive experience directly from the mouths of existing DMU students – those currently experiencing the student lifestyle and making the most of all the exciting opportunities and excellent facilities on offer. We knew this could be achieved in an interesting and memorable way by integrating the postcards with Aurasma (Augmented Reality Technology). DMU recorded interviews with stand-out students from each of the 14 Schools, all explaining their reasons to choose DMU. The recipient of the postcards could then bring these videos to life by simply pointing their smart phone at the postcard and waiting of the still image to play. To drive this message home we came up with some clever, quirky and adaptable copy to appear on the front side of the postcards, and by using of combination of specialist printing techniques we managed to create an interesting, colourful, yet cost effective solution. We knew the postcards needed to stand out with plenty of 'door-mat appeal' amongst an abundance of other direct mail. So, we decided to keep the front of each postcard clean, easy to read and use a strong eye-catching, Faculty-specific colour for each. The cards are simple, yet visually engaging to encourage whoever picked it up to read, watch and take-in the content.
The ResultDMU loved the postcards, both visually and for the clever thinking behind them. Their first venture into Augmented Reality has been really successful and we believe that our creative solution to the brief really added an engaging, innovative edge to the campaign.
The postcards received a lot of positive feedback from prospective students which is great!DMU, UG Faculty Marketing Manager