As an integral part of the strategy to engage students and university graduates to open a University affinity credit card account, the campaign’s aim was to appeal and activate nostalgia between students and graduates , and their University (Alma Mater).
The concept for the campaign was inspired by everyday superheroes. Students and graduates would encounters the campaign online, on campus, in email and social media channels and apply for their university’s affinity credit card online.
Called “Class of the Titans” Contest, the campaign rewarded lucky winners with a grand prize of $5,000 and a donation in kind (value of $5000) to the winner’s University’s Alumni Association.
This campaign focused on educating students and graduates of the importance of their alumni association in helping kick off careers and networking to a dream job. Secondly, it inspired students and graduates to see themselves as everyday super heroes for their alumni, fundraising in a small way to help give back to the alumni association that helps so many students get a start on the job market.
