We discovered the campaign concept thanks to a student in one of the focus groups. She told us that after studying Geography, you end up seeing everything in a different way. The neighbourhoods, the rivers, the mountains. What was noted down in that session became the core of the campaign, a spot in which a person sees life differently thanks to geography.

From there came Put on your geography glasses. A concept that, instead of trying to sell a degree, talks to future students about a different way of looking at the world around us.

This set the pattern for how the message is reordered in any communication. First the emotional, which is what persuades and differentiates; and then the rational, which informs and explains. Career opportunities, syllabus, the University, living in Zaragoza, etc.

The campaign was executed as a funnel where the central piece was the spot. We also developed a campaign-specific website outside the university domain for measurement purposes, a course guide as a lead magnet, campus visit bookings, continuous content on social media for a year, and paid campaigns segmented into five groups, two of which were parents.