Lord Patten helps promote Oxford's message to low income family students
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In a bid to entice bright students from low income families, Oxford University has launched an advertising campaign for its new bursary scheme, with the slogan "It's not what's in your pocket, it's what's in your head".
By running the campaign in the North East, Yorkshire, East Midlands and the North West, and by placing the ads on 6 sheets close to schools, in schools, on bus headliners and on Promobikes, the University hopes to get its message across to young people with ability who might have thought that Oxford was too expensive for them.
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The campaign has also been strongly supported by Oxford's Chancellor, Lord (Chris) Patten, who even rode the adbike around the historic university town.
The outdoor campaign was planned by PHD Compass, created by 23red and bought by Outdoor Connection. The ambient element of the campaign was managed by Spank.
Craig Leiper, Director of Spank commented, "Promobikes come into their own in a campaign like this, as a more cost effective way of reaching some target audiences with low media consumption of traditional channels. Perhaps we could see a trend emanate from this with more high profile campaigns forsaking Advans for the more environmentally friendly Promobikes? Or better still, Gordon and Tony racing each other for the party leadership on Promobikes!" |
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