Coleg Gwent

Challenge:

College and university course applications among adult learners had declined after the COVID pandemic. With the cost of living cited as a major barrier to signing up, Coleg Gwent (Gwent College) wanted to promote their wide range of free and flexible adult learning courses available at 5 campuses across South Wales. They needed an idea that would cut through the typical beige of educational marketing and get noticed

Solution:

‘It’s never too late to learn at Coleg Gwent’ –

Using humour as a hook, this campaign features adults who, frankly, could and should be achieving more in their lives. We used extreme hyperbole to illustrate that even people in their later years can benefit from adult learning. The campaign spanned VoD, Radio, OOH, Social and Digital.

Results: In the 6 week period from launch, the campaign delivered 1.6m impressions on social (16% above planned) and generated over 3,750 link clicks (106% above planned) .