Cambridge Judge Business School
Enlightening the enterprising
Expertise
Brand servicesAdvertising
Social media
Website, UX, design and development
Brochure design and artwork
The brief
Cambridge University’s Business School needed a bold brand digital campaign that expressed its pre-eminent position in the world. The brief asked for a brand-led campaign to drive awareness and, simultaneously, some more tactical ads to engage audiences, and drive leads to the six Masters programmes.
Expertise
Brand servicesAdvertising
Social media
Website, UX, design and development
Brochure design and artwork
Our answer
Business schools, as a rule, tend to look and sound the same. As ever, we aimed to separate Cambridge Judge from the herd. Our first step was to focus on the Cambridge Yellow to help differentiate them from the sea of business school blue.
We developed a digital identity strategy that reflected the core ‘Cambridge experience’: it is a place of enlightenment and collaboration that makes those lucky enough to experience it, stand out.
Within the evocative visuals, yellow was used to highlight the Cambridge graduate in a challenging, metaphorical, setting. A setting that Cambridge had equipped them to succeed in.
The line that clarifies all this is the bold statement: ‘This will change you.’ Where lesser universities might help you ‘realise your potential’, Cambridge is very much going to make you into something far greater than you could imagine.
Individual courses then carried this on, marketing themselves using images and stories of alumni over-achievement that proved Cambridge really will change you.
The results
The 3-month campaign utilised print advertising, online carousels, native content and social sponsored activity, leading up to the launch of a video.
It has delivered an excellent CTR of 0.63%, surpassing its 0.08% – 0.11% benchmark and exceeding all expectations!
“Incredibly engaged, asking insightful questions to delve deeply into our brand values, ethos and culture to lay the foundation for the project. Concepts hit the nail on the head. Excellent project management, with real clarity and attention to detail to keep our project on schedule.”