De Montfort University

Ditching convention

The gloves are off in higher education.
So for DMU, we killed the clichés.

The Problem

With admission caps removed and each undergraduate now worth thousands in fees, universities are competing like never before. Uni has changed for prospective students too - it’s expensive and comes with huge career pressure.

So De Montfort University (DMU) needed something genuinely distinctive. Not the sterile shots of students under trees that defined education marketing for so long. Something that reflected their mission to be one of the most contemporary, forward-thinking universities in the UK.

How could we tell a truly different story?

The Outsmarting

Our two multi-platform campaigns for DMU – “This is Not” and “Dare to Do” – ditched convention and took inspiration from sectors that were more relevant to young people. By behaving less like a uni and more like brands such as Nike, we struck a cultural and emotional chord with future students as they made one of the most important decisions of their lives.

 The Outcome

As a result of our work:

DMU is the 6th fastest growing UK University

Our first campaign saw the clearing target met within 2hrs

They’re 13% up on applications