We’ve been working with Griffith College, Ireland's largest private third-level college, as its strategic and creative agency partner for over 3 years now. In 2021, we created a new brand TV campaign, a 30sec TV commercial, as part of the brand’s ‘Hit Refresh’ platform. In the lead-up to its 50th Anniversary, and following on from the previous year’s successful social media and radio campaign, 'Hit Refresh', Griffith College commissioned THINKHOUSE to create a TVC.
Our team developed research and insights to explore what alumni said about Griffith College - what, in their experience, makes it different? In conclusion, we identified that students love Griffith as it is a smaller college, it's inclusive and welcoming to everyone, especially the dreamers.
Dave Byrne, Head of Creative, THINKHOUSE, said: “While thinking about the challenge, as a collective we were suddenly transported back to our own college experiences. Daydreaming was a big part of that experience - maybe too much for some of us…We tried to capture that feeling in this spot.”
‘The Daydream’ TVC tapped into the emotion of a student on the first day in college. The TVC was produced by Marmalade Films and directed by Peter O’Brien, and was amplified through national radio advertising, pre-roll and VOD, digital marketing activity.
Success has been swift and effective. Steven Roberts, said: “We were delighted with the impact of the new TV ad campaign. The creative really resonated with our target audiences, and we saw a notable lift across a range of key brand metrics. Most significantly, it contributed to one of our best national intakes for the College this spring. Having a demonstrable impact on our institutional goals is the most important metric of all.”