Door opener to the academic world: IU launches nationwide out-of-home campaign
The marketing campaign is aimed at people who are considering studying, but are undecided, or are not yet familiar with IU. It shows how flexibly IU's programmes can be integrated into every phase of life - with or without A-levels.
IU International University of Applied Sciences (IU), the largest university in Germany, is launching its first nationwide out-of-home campaign today. This was developed in close collaboration with the Jung von Matt agency group, which is largely responsible for the creative concept. Already seen as a test run in North Rhine-Westphalia at the beginning of this year, the campaign is now being rolled out across Germany. The aim is to appeal to people who are considering studying, but are undecided, or are not yet familiar with the IU. The IU offer is presented as a flexible, personalised course of study that can be integrated into any stage of life. The campaign will be rolled out across the whole of Germany with four specifically staged motifs and will reach major cities such as Berlin, Hamburg, Hanover, Frankfurt, Munich, Dresden and Leipzig with around 50,000 posters.
Alexander Krösser, Chief Marketing Officer at IU International University of Applied Sciences, explains: "With our campaign, we are aiming to fundamentally change the perception of higher education. I firmly believe that studying at IU is a flexible and accessible choice for everyone's professional and personal development, even under challenging life circumstances such as a demanding full-time job, multiple jobs, the responsibilities of self-employment, family obligations, financial obstacles or the lack of academic role models in the family. Anyone who takes a bold step and begins their academic education with us will find that IU is the right choice. This is proven every day by more than 130,000 students, who each master their own challenges in daily life and are nevertheless successful in their studies."
In North Rhine-Westphalia (NRW), a test campaign ran at the beginning of the year with over 11,000 posters, including around 2,000 large-format motifs, 1,000 Mega Lights, 7,500 City Lights and 500 Premium Lights. In addition, the first campaign videos were played on YouTube from December 2023.
In view of the promising results, IU decided to roll out the campaign throughout Germany. The slightly adapted campaign aims to appeal to new target groups who are considering studying but are still undecided or are not yet familiar with the IU and its flexible study models. The campaign conveys the idea that studying at IU is not an unattainable option but fits well into every phase of life - regardless of whether the target groups have a high school diploma or not.
About IU's out-of-home campaign
The poster campaign can be seen throughout Germany from May to September 2024. Four creative poster motifs, each with its own claim, convey the message of a maximally flexible and customisable degree programme that can be integrated into any phase of life. The slogans are:
1) Erst einsteigen, dann aufsteigen – Mit deinem StudIUm.
2) Du verdienst mehr. Mit deinem StudIUm.
3) Mit einem StudIUm – von Quereinsteigerin zur Senkrechtstarterin.
4) Das StudIUm für alle, die auch ohne Rosen den Bachelor wollen.
The motifs show emotional snapshots from the everyday lives of students who seamlessly integrate their studies into their lives. With the play on words "StudIUm", IU is positioning itself as a synonym for a future-orientated and flexible degree programme and establishing a strong brand association that inextricably links IU and studying. The campaign is accompanied by moving image content on various online platforms. Further campaigns focusing on storytelling are planned.
IU wants to use the campaign to make its degree programme accessible to a wider audience and attract more students. The focus is on the accessibility and flexibility of IU study programmes.
With the impressive story of Dominik Latussek, which was recently reported in the media (https://www.waz.de/staedte/duisburg/article241946486/Von-der-Strasse-zum-Streetworker-Dominiks-harter-Weg.html), IU has already shown that it can successfully meet the challenge of reaching previously unreached target groups. Despite his difficult childhood and youth, Dominik worked his way up to a master's degree at IU under his own hardwork. Today, he works as a street worker in Duisburg-Hochheide and studies coaching at IU at the same time. His next big goal is to do a doctorate.
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