Creative Strategy → Instituto Politecnico do Porto
Strategy to help students from Instituto Politecnico do Porto to manage their life at the university.
〰️ The brief
A campaign to communicate the new app that IPP was launching to help the students with the management of housing, food and healthcare provided by the university.
Market: Portugal.
〰️ The approach
→ The starting point was to understand the functioning of these services in the university and the reality of the audience.
→ I identified their main pain points related to the services: mostly waiting time for the meals and lack of workers in the restaurants. This guided mostly the messages’ architecture for the campaign, because these problems were all to be solved with the new SAS app.
→ I then mapped the points of contact IPP has with the students, digital and IRL, and guided the creative team on how to best communicate with the target through all these mediums.
- In person → 3 campuses, 7 restaurants, 6 students dorm units → Bus stops, billboards, trays (restaurants), bathroom mirrors and stalls, and more.
- Remotely → Social media, e-mail, phone, website (university and SAS), application, customer service on Whatsapp.
→ For the campaign’s creative concept, I conducted consumer research to understand the specificities of the students at IPP. This was a mix of desk research on the Portuguese Gen Z and cultural research in Porto, with in-person visits to the university.
The team
Leticia Xavier - Strategy
Rodrigo Caiano, Bruno Paiva - Creative team
