Oh, to be a kid again.
Remember high school? For some of us, it was those awkward years filled with bad hair and braces. For others, it was the best days of their lives. But for all of us, at some point, the question nagged, “What’s next?”
For most high school juniors and seniors, deciding where to attend college is arguably the biggest decision they’ll make before eighteen. And while most students are filled with questions about the selection process, it seems at that age most college advertising speaks to them about what it’s like to be in college, rather than what it’s like to choose a college. This particular insight is what drove our current undergraduate TV campaign for Niagara University.
Through research, we uncovered the powerful impression the Niagara University Campus makes on prospective students who visit. We heard it time and time again in our focus groups, “It was so beautiful, I just fell in love.” It quickly became clear that the campus really sells the school. So we thought, wouldn’t it be great if we could capture that moment that people fall in love with the school on camera? And that’s really how the whole “bus” idea was born.
We set out to shoot a mini-reality show of sorts, loading 30 high school juniors and seniors on a bus, taking them to campus for the day, and shooting every minute of it. The result is an unscripted account of how high school students view Niagara University. Each spot is entirely from their view – sharing their insecurities, concerns, and motivations.
We knew it would be a risk. We didn’t know what the kids would say, or how the day would go. But we did know that Niagara University has a beautiful campus, with a lot to offer, so we were confident the reactions would be favorable. And at the end of the day, it was certainly a learning experience for us all.
Tagged with commercial, Niagara University