Challenge: In 2009 The University of Victoria (UVic) engaged Kaldor as their University agency of record for a three-year term. A key challenge was to help achieve short and long-term undergraduate enrolment objectives, with the immediate objective to increase the impact of fall high school recruitment presentations.
Thinking: The Anything Project campaign emerged out of quantitative and qualitative research on prospective and current UVic undergraduate students. The research identified a different student profile than at competing institutions. We created The Anything Project to tap into the UVic spirit. The campaign asks one question, “if you could do anything, what would you do.” Comprised of a video, Website and viral marketing campaign, Kaldor expects the campaign to resonate with sceptical and over marketed prospective students.
The overall goal is to help interest and inspire unaware students to see UVic in a different light.
Results: The Microsite launched on November 2nd with a viral online campaign (no external promotions budget). In the first month, the Microsite received: 43,000 page views, 11,000 visits from 71 countries, 376 submissions and 4,663 referrals from other Websites.
Check out the site here.
