Stockport College — Viral campaign

Stockport College is a medium-sized college, based to the south of Manchester. The college offers a diverse range of courses, high levels of teaching, great facilities and excellent student support.

Stockport College_5
The college obtained Beacon status in 2008 and received an outstanding OFSTED report. However, overall perceptions of the college still needed to be challenged, especially with Year 11 students, who’s understanding of the institution was remarkably lacking.

Our solution centered on the production of a viral video set to the 70′s classic ‘Young Hearts Run Free’ by Candi Staton, and directed by Tor Kristofferson. Using students from the Performing Arts course to mime to the music, we took them through a series of scenes, which subliminally showed-off the college facilities and gave a flavour of the courses on offer. Throughout the video, graphics were used to add key messaging which underpinned the value proposition.

The video was then uploaded onto YouTube, the main college website and a campaign microsite and WAP site which we developed alongside
the video production. This was then supported with an outdoor media campaign in the locality and 30-second radio ads on three local radio stations (using the Candi Staton track in the background). We also used QR codes on the outdoor media to drive traffic to the WAP site, whilst also developing a Facebook page to exploit the viral nature of the campaign.

Results
The whole campaign was threaded with memorable imagery, which offered easy recall, with plenty of different access points, appealing to the Year 11 audience we were targeting. Feedback was very positive and the video received thousands of hits on YouTube. The cast was interviewed on local TV (Granada) and even Candi Staton commented that it was a very uplifting and commendable interpretation of her song.