Student Brand, Out-of-Home Campaign.
UNiDAYS
Brand
Founded in 2011 in Nottingham, UNiDAYS has grown to capture 1 in every 3 students in the UK, US, Australia, France, Germany, Italy and Spain. With some of the biggest brands in their marketplace reaching over 200 million students, Unidays aims to enable next-generation learning, earning and retail experiences with digital identity.
Skills
Cross-channel Media Campaign
Media Planning and Buying
Audience Research and Insights
Objective
Build brand awareness on OOH for the first time.
Sign-ups.
Challenge
In 2022, with One Day Agency, UNiDAYS launched its very first out-of-home campaign for freshers named Ready For Anything across the entire UK with a cross-channel multiformat media campaign covering London Underground, Student Halls, Buses, Large Format, and more to boost their awareness and sign-ups.
Strategy & Execution
An effective out-of-home campaign is one with enough cross-format frequency that captures the attention of consumers across their daily journey solidifying the brand’s message in the process. And that’s precisely the formula and strategy we applied to raise awareness and activate a response.
In London, we’ve placed the brand on the Underground through tube car panel adverts, a key transport hub with mass cost-effective exposure and one of the best media in our opinion due to high dwell time and very high frequency (commute routes). To complement it and raise consideration, we’ve selected key stations, large roadside billboards, main shopping malls and bus advertising across 5 key cities. Finally, in the same cities, we’ve placed eye-level Digital 6-Sheets at select locations such as Student Halls and Ad Bikes at Universities.
With research, detailed planning and taking into consideration population density for correct budget allocation, we’ve used the above plan to maximise commute frequency, tactical eye-level and large formats to drive awareness, engagement, direct response, brand recognition and brand trust with success highlighted below.
Campaign Results
As seen above in the Google Trends graphic, since 2017 the brand has seen a decline in awareness YoY. The spikes, between the red lines, are the peak period for the brand which is freshers and black Friday.
This out-of-home campaign reshaped UNiDAYS awareness and intent outperforming the previous year, 2021, by +100%, breaking the yearly downtrend and making this campaign an astounding success, a first for the brand.
Finally, looking at competitor activity and if we focus on the last end of the graphic, Q4, we can clearly see the sizable impact of this media campaign creating an opportunity to acquire market share.
Our Client said
Global Marketing Director at UNiDAYS, comments, "Our objective this Back to School season was to be front of mind for the thousands of students starting their university journey. As part of our multichannel strategy, OOH plays a critical role. One Day Agency has been instrumental in helping us achieve such an expansive and cohesive campaign."