The brand proposition ‘Ambition’ is reflective of the Universities four brand characteristics; Impressive, Intrepid, Inviting and Imaginative. With the concept based around encouraging students to align their ambition with that of the University of Southampton, the university gained an insight into the minds of their prospective students and were given the opportunity to tailor each students engagement based on their hobbies and interests.
As well as a fully branded campus, social media played a key role in the success of this campaign. Prospective students were encouraged to tweet their ambitions, resulting in a momentous increase in the twitter traffic towards the University of Southampton. This concept married the inspiring vision of the University of Southampton with the far-reaching drive of future students, providing them both with a platform to make their ‘Ambitions’ a reality.