TV
advertising can still work well when you have a
message that has a strong regional focus - as with
Cleveland College of Art and Design.
They asked us to create a TV spot to encourage new
students to enrol at the college. To make the ad
authentic to our 'generation y' audience we wanted it
to look like it had been made by current college
students. And it sort of was. We cast students as our
actors, got them involved in the script development
and used their skills for the props building and set
design.
The other advantage of film is that it can be posted
on what is now the world's second largest search
engine - YouTube. This was perfect for this project
as college students would see and comment on the
film, then tell their friends, who would do the same
and so on, spreading the word for us.
To encourage this, we also got their film students to
create a 'making of' mini documentary for YouTube.
This gives propective students a fuller taste of the
college than they could get in 20 seconds, while
demonstrating the wide range of creative courses
available to them, again using real students and
college staff for authenticity.
We also encouraged the college to write a series of
tweets during the ad development process, both from
students and from the college itself. These would
explain how the ad was evolving through the various
pre-production procsses like scripting, storyboarding
and casting.
The result was far more than the low cost regional TV
spot the college thought it would be getting. Instead
CCAD created a vibrant image for itself that got
students and prospective students talking about the
college between themselves.
Talk to us about film
production and social media
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Coach House, Tilburstow Hill Road, South Godstone,
Surrey, RH9 8LY
Tel: 01342893130 email: contact@daisydm.co.uk
Company Number: 5451009
