Capturing the Spirit of UVic

When Kaldor was hired as University of Victoria’s agency of record, we knew we’d landed in a special place.

Challenge

We were challenged to help achieve increased short- and long-term undergraduate enrolment goals. Specifically, we needed to increase the impact of fall high school recruitment, including the presentations made by UVic's recruitment team.

Thinking

The Anything Project campaign emerged out of quantitative and qualitative research on prospective and current UVic undergraduate students. The research confirmed something that was obvious to us the second we stepped foot on UVic’s campus … The University is bursting with energy and has an incredible and vibrant student life, as well as a school spirit and personality worth promoting. We created a campaign to directly tap into that UVic spirit. The Anything project asks one simple question: “If you could do anything, what would you do?” Comprised of a series of videos, a campaign microsite, and a viral marketing campaign, the project was designed to resonate with sceptical and over-marketed prospective students.

Results

The Anything Project microsite launched on November 2nd with an 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. The project was one of five Webby Awards Nominees in the School/ University category – a top distinction from the most prestigious interactive award in the world.