University of Montreal / Publishing

A future to be created

Target

18-35 year-olds: past, current, and future students and residents of Montreal.

Market

Montreal

Objectives

Promote the university in innovative ways that are integrated directly into the habitual communication methods of the primary target market.
Increase the students’ sense of belonging to the university by including them in the promotion.
Associate the university to the well-known NIGHTLIFE.CA.

Strategies

The campaign was divided into three phases: promotion of the contest, promotion of the online video vote, results announcement and prize give-away.
First, Newad created both the concept and the competition "Un avenir à créer" (A Future to be Created), closely associated to the university’s positioning and advertising campaign “L’avenir a besoin de vous” (The Future Needs You).
Newad created, developed, designed, and programmed the full microsite and advertised it in NIGHTLIFE.CA Magazine and on nightlife.ca and its newsletter. The campaign was also supported by indoor advertising in Newad’s RestoBars and Sports networks.
Many “drive-to-web” promotional postcards, related to the specific campaign phase, were distributed throughout all three phases to promote the online video vote.
Newad also promoted and organised the "unveiling" party at the university, including DJ, appetizers, and beverages.

Results

9,300 unique visitors and 36,600 page views on the microsite
480,000 impressions were generated by indoor advertising
Over 4,500 online votes
10,000 post cards were distributed on campus
Over 200 participants at the unveiling party