Real conversation, no BS
We found the students were far more engaged with up-front and honest messaging. They seemed relatively un-charmed by marketing speak, fluffy wording and abstract approaches.
Big fans of celebrity endorsement
The world of celebrities is a huge influence on this age range. A famous person’s endorsement seems to go a long way in their eyes.
In the same nature as the celebrity endorsement, seeing aspirational imagery seemed to be a big positive for the students. They like looking towards the future and being shown that they have the opportunity to achieve great things.
Bold, bright and vibrant
The students unanimously leant towards bright, colourful designs that gave them positive and happy feelings. In exception to the above, dark, gritty and moody imagery was well received in certain situations.
Want to be inspired
The students gave overwhelmingly positive reactions to examples of creative that sparked inspiration. Ideas on courses, careers and exciting experiences all seemed to be well received.
Intensity and energy
Through design, sound, imagery and art, the students responded greatly to a perceived energy and they seemed to like some of the more intense examples presented to them.
Arguably the most heard word throughout our time with the students, the word ‘real’ applied to so much. Ultimately the authenticity of any communication was immediately accepted or condemned without hesitation. As the students are concerned, trust in the brand, the teachers, the messages and promises — it needs to be ‘real’.