Project
"Scegli Tu. #USienaisU": the campaign in which the University of Siena speaks to people deciding where to enrol.
You Choose: University of Siena campaign 2022/2023
- Client
- University of Siena
- Year
- 2022
In spring 2022 the University of Siena commissioned Dinamo to run a communication and social media marketing campaign. The objectives: to increase traffic to the student guidance portal, promote the University's distinctive qualities and support enrolment. The target audience: secondary school students aged 17 to 19.
The strategic analysis brought out the value proposition for that audience. From there came the creative concept and the claims.
The campaign rests on a claim that activates the frames of motivation and empowerment, "Scegli Tu" (You Choose), given a positive turn. The hashtag #USienaisU plays on the palindrome USi-isU and reinforces the inclusive key, "The University of Siena is you". A message that gives the person choosing the leading role in the decision.
Against the myth of a career as a straight line, the visual system of non-linear paths that cross and overlap presents the university choice as a map of possibilities. A playful, challenging character, inviting people to explore the options instead of following a single predetermined one.
Among the outputs, a motion graphic video with a voiceover in a realistic register, echoing the student journey of the orientarsi.unisi.it portal. The campaign held a presence on the social channels and on a dedicated landing page, the landing point of the story and a bridge towards student guidance.
