Goals and objectives
The objective of the LUT Universities campaign was to increase brand awareness and promote the educational offerings of LUT Universities to a broad audience across Finland, with a special focus on children and young people. The campaign aimed to highlight the opportunities available in the cities of Lahti and Lappeenranta—home to the universities—in an engaging and memorable way. Additionally, the campaign sought to encourage lifelong learning and drive consideration for LUT Universities among potential applicants. By partnering with the iconic Donald Duck brand, the campaign leveraged the familiarity and charm of Duckburg characters to deliver its message in a creative and unconventional format.
Surprising Insights
The campaign revealed that nostalgia and cultural icons can be powerful tools in educational marketing. By aligning with a trusted and familiar brand, LUT Universities were able to cut through the noise and deliver a message that resonated across generations.