Leeds Beckett University, has chosen Brass to produce its first ever campaign film to be shown across a range of channels, including TV. The ad will air this week via Sky AdSmart and is targeted at the undergraduate audience in the North East, North West and Yorkshire.

“When developing this campaign it was important to recognise that in this digital age, the need for integrated marketing is paramount. More than ever, consumers are interacting with brands across a number of different channels and engaging at different stages of the customer journey.

“The strength behind the campaign is that we have used real learning environments, real students, and real academic staff so it is an authentic representation of the student experience at our university. We’re really excited by Brass’ creative work which captures the spirit of the University and the inspirational quality of both our facilities and our offering.”

Deborah Green,
Marketing Director, Leeds Beckett University

Brass developed the creative concept, script and storyboard for 30’ commercial, which was filmed at the University, showcasing its state-of-the-art facilities and starring staff and students. The commercial was produced by The Mob with the media also planned and bought by Brass.

“We are delighted to have worked with Leeds Beckett University to develop their first TV campaign.It was important to recognise that this campaign needs to work for two audiences. Firstly, we have our prospective students, whose lives revolve around the internet. Second, are parents, teachers and influencers who are more likely to watch TV, so the film has been designed not only as a TV commercial but also to create online content that is shareable and will engage with even more people over time.

For this reason the Leeds Beckett film is much more than a TV commercial. It provides a central pillar to all its communication channels and the flexibility to ensure the target audiences can consume content whenever and however they choose. ”

David Lavelle,
Brass Managing Partner

The campaign will be launched with two 30 second commercials with an extended version that combines both scenarios creating content that can be published everywhere making it visible beyond TV.