UNIVERSITY OF GHENT: STUNTBRAIN

Credits & Description:

Category: Best Integrated Campaign Led by Promotion and Activation

Advertiser: UNIVERSITY OF GHENT

Product/Service: UNIVERSITY

Agency: SAATCHI & SAATCHI BRUSSELS

Date of First Appearance: Feb 22 2010 12:00AM

Entrant Company: SAATCHI & SAATCHI BRUSSELS, BELGIUM

Entry URL: http://www.stuntbrein.be

Creative Director: Jan Teulingkx (Saatchi & Saatchi Brussels)

Copywriter: Bouke Zoete (Saatchi & Saatchi Brussels)

Copywriter: Raf De Smet (Saatchi & Saatchi Brussels)

Art Director: Stijn Klaver (Saatchi & Saatchi Brussels)

Art Director: Lennert Vedts (Saatchi & Saatchi Brussels)

Interaction Designer: Marlies Deforche (Saatchi & Saatchi Brussels)

Illustrator: Sebastien Bontemps (Saatchi & Saatchi Brussels)

Project Manager: Nicolas Pignatelli (Saatchi & Saatchi Brussels)

Planner: Wendy Galle (Saatchi & Saatchi Brussels)

Media placement: Print - Knack, Metro, Humo - 23 February 2010

Media placement: Radio - Studo Brussels - 1 March 2010

Media placement: Postering - Campus Media - 22 February 2010

Media placement: Internet - Netlog, Studio Brussels - 26 February 2010



Describe the objective of the promotion.

Objective of the campaign was to enforce the image of the University of Ghent as a university for people who “Dare to think”. With this campaign we wanted to put the baseline “Dare to think” into practice. Current and future students (and other interested) could win one year of free studying at the university (subscription fee, residential studio for one year, bike, mobile phone, one meal a day, movie theatre tickets, etc.). In order to win, you had to stunt with your brain and solve the 4 intriguing challenges/brainteasers we spread around the city center (in the form of installations).



Describe how the promotion developed from concept to implementation

We personalised the “Dare to think” mentality in a mascot called Stuntbrain.
Stuntbrain challenged youngsters with 4 physical installations.
1. recognise a song just by seeing blinking lights.
2. Search for the source of a live streaming audio feed.
3. Find the missing word in a huge crossword puzzle.
4. Find the connection between 5 video fragments.
Every challenge was announced on radio, and through social media. The first to give the right answers on the website competed against each other in one of the most famous radio shows on the leading radio station targeting 15 to 25 year olds.



Describe the success of the promotion with both client and consumer including some quantifiable results

At the end of the campaign 70% of our target group (16 to 21) knew about Stuntbrain. Almost 9% actively participated.
Youngster talked about the competition on Facebook, Twitter and Netlog. Participants even shared tips and even exchanged answers.



Explain why the method of promotion was most relevant to the product or service

This is the 6th “Dare to think” campaign we created for the University of Ghent. This campaign just calls for promotion. We believe there’s no better way to communicate about the mentality /identity of this university than by proving it. If you are intrigued by the challenges and are able to solve them: you have the right mindset to study at the University of Ghent.
And of course, giving an incentive, in this case a fully free year os studying, helps to take the first step in the thinking process…