Assignment: produce personalized admissions marketing video for University of Oregon
Objective: drive inquiries into UO admissions
Description: The university broke away from traditional admissions recruiting by sending a customized, creative video via email to 78,000 prospective students. The video captures the journey of a student from acceptance to the University of Oregon until they arrive on campus. It depicts what it feels like to become a Duck (as they really turn into the Oregon Duck) and what they might encounter as they come to campus.
A link to the personalized video was emailed to high school juniors who has expressed interest in UO. Use of a data merge technology connected the recipient to the video at four separate points in the video where their name shows up. Average click through rates was more than 10%, and average time spent watching the video was 7 minutes + -- twice the length of the video.