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„ Study in the Far East “

Claim

Following signature of the "Hochschulpakt 2020" in which new Federal States committed to reserve university places for students from western States, Scholz & Friends developed a campaign to encourage citizens to pursue tertiary education in the newly-established universities of East Germany.

Gallery

Website

SchuelerVZ

Public Relations

Print Campaign

Case movie

Task

  • Develop a communications campaign to promote the East as an ideal study destination.

  • Implement a host of interactive communications strategies that combine entertainment with information, appeal to younger audiences, incite interest and mobilize action.

Idea

  • Eastern German institutes of higher education are better than one might expect, offering students a diverse range of exciting academic opportunities.

Success

  • Approximately 45,000 schülerVZ users had used the campaign's "University Degree Search Engine" two weeks after its official launch.

 

  • Over 14,000 users evinced an intention to study at a university in East Germany.

 

  • The campaign trailer was broadcast via several channels, and had been viewed over 40,000 times.