Client
UAM
Participation
Creative Direction
Script Writing
Project
Universidad Americana reopened the Major in Civil Engineering, with a new academic offer in answer to the new challenges of the field and the growing demand of construction in the country. The project started solely as the production of a TV ad, and down the road we transformed it into an integral communication strategy, that delivered the offer in a more dynamic and personal format to future students.
Video production was in charge of Gil González.
Insight
Students thinking about applying for an engineering major are analytic people, not carried away for their feelings, they study all the factors before making decisions, with that in mind, instead of making promises of quality and features, we created communication pieces that objectively presented the characteristics of the educational offer and invited the prospects to explore and analyze it by themselves.
*Insights where developed through interviews with high school students, seniors and civil engineering professionals.
The strategy was based in 3 communication points. First we changed the traditional program brochure to an A1 paper format, similar in size and style to the one used in engineering plans, so the students could have a first-hand experience with their future work materials, then we developed a website where students could deeply explore the academic offer, and finally we created a video with the key points that make UAM differ from other academic institutions.
