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A brand campaign that helped increase applications by over 100%

Provocative copy helped Imperial College Business School refresh their brand.

Imperial college business school, brand campaign headline
Imperial College Business School,
The client

Imperial College Business School 

The challenge

Following a brand review consultancy OPX proposed positioning Imperial College Business School as the place where business fuses with technology - a dynamic hub where attendees could future proof their careers and become their sector’s disruptors. Our job was to create a cross-tracks, 4 sheet poster and online banner ad campaign concept. It not only had to convey the future-seeing offer; it also had to be adaptable for any topic the School wanted to showcase.

The solution 

Provocation and playfulness. Playing on a well known sweary phrase we made the F-word ‘future’ to grab attention. The phrase made the connection between vital issues and the School’s research. And it was infinitely flexible, so whatever research the school wanted to highlight, it could.

The writing

'It’s all too easy to follow the same old processes. But, with the world changing at an unprecedented pace, shouldn’t the way we work be evolving with it? It’s time to shake off the shackles of tradition and explore fresh ways of thinking.'

The results

Brand awareness rose by more than 100% lifting Imperial into the ‘premiere league’ of business schools alongside Judge (Cambridge) and Saïd (Oxford). There was a significant increase in the number of bluechip companies interested in closer relationships, 41% more press mentions and, crucially, 20% more applications for the School overall and a rise of 119% for MBA courses. All testament to a successful first year, leading the School to expand the campaign for a second year.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: OPX

Client: Imperial College Business School

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