The Challenge
The United States International University (USIU) wanted to create communication around its 2011 graduation ceremony, with an aim of creating awareness among potential students.

Our Idea
Most universities take out multi-page supplements in the press to announce their graduation ceremonies.

For less than the cost of a supplement, we created an interactive, multi-media campaign over one week, that started with print campaign that led readers to a microsite where they discovered what the campaign was about. Prospective students could then sign up for more information or download a registration form from the microsite.

On the final day of the campaign, which was graduation day, we put out a congratulation advert for the graduating class, while still directing traffic to the microsite.