A long-term Brand Manager campaign, and the one that got us into the on-campus promotions market!
WHAT WAS IT?
The Mouchel campaign was another team up with Stafford Long who created the branding for the initiative.
We were asked to put together a team of 12 Brand Managers on campuses in 3 countries (that’s England, Wales, Scotland plus Northern Ireland in case you are wondering) who carried out 16 hours of work over 3 months promoting the Mouchel Graduate Scheme.
The Brand Managers used flyers, stickers, brochures, Facebook and Wish Fish to push the “Not for Moochers” campaign around campus.
WHERE DID IT HAPPEN?
At 12 of the top engineering universities in the UK, including Surrey, Cardiff, Queens Belfast, Liverpool, Strathclyde to name just a few.
WHO WAS TARGETED?
Civil engineers, however part of the Mouchel remit was to try and get in the Times Top 100 table, so any promotion is good promotion.
WHAT WAS THE RESULT?
The result was a long and sustained campaign with the students dedicating a lot of time promoting Mouchel on campus. In the words of Alex Walton of Mouchel
“…the 2008/2009 Campus Brand Manager campaign was a huge success for Mouchel, not only in increasing brand awareness on campus but also because we saw an increase in quality applications from the universities we targeted. It was a great way of launching our new “Not for Moochers brand” and creating intrigue on campus.”
