Global, but Personal
Rather than simply creating a generic awareness campaign, CBL wanted to engage their worldwide audience in a way that feels tailored to them.
The primary purpose of the videos is to build on the global reputation for excellence held by CBL International and encourage more high achieving and discerning young people to participate in the summer courses delivered in Oxford and Cambridge. The approach needed to be suitable both via direct appeal to the students and via the influence of their educators and parents.
Each individual in this audience is looking for a unique opportunity to develop their academic and career futures. Equally, we needed to show that the programmes are fun and socially fulfilling for all the participants.
Getting the company message out globally raises some challenges. How does someone living in industrial china picture studying under blue skies on the college lawns of Oxford or punting on the river Cam? Can we help someone used to vast lecture rooms understand what is meant by the tutorial system? How confident will they feel about tackling new academic challenges in another language? How can high school students learn the value of the university skill of analytical questioning and critical thought?
The key to success in answering these challenges is clearly to show rather than tell. Heartfelt testimonials in the context of beautiful locations, where people are sharing their experiences close to camera will always be effective. All of this was to be achieved within the branding requirements of the company and its collegiate partners.
We filmed in stunning Oxford and Cambridge in the height of summer, using memorable and historic college locations. The warmth and fun in the social aspect of the experience shone through as much as academic rigour.
Most of the students and young graduates involved were speaking English as a second language, so we needed to ensure they felt relaxed and confident to speak with us about their experience. We filmed in lectures, at social occasions and on excursions so that we could ensure they felt at ease to give us a few moments to recommend their course to others. As well as showing that they had fun, it was important to share how students reflected that they had benefited and grown through the academic and cultural sides of their experience.
Academics and CBL staff also contributed, creating a real sense of the community feel created by the programme that ensures the safety, well-being and progression of each student.