Thomas More
It’s up to Gen Z now
It’s up to Gen Z now
Thomas More asked for a campaign that would lead to more enrolments. That means we had to make the college stand out from others.
Colleges are nearly identical in the eyes of students. Many schools offer the same programs with the same names. Sometimes the same lecturers even teach at different schools. Choosing a college often comes down to proximity and convenience.
There just isn’t that big of a difference on product level. We decided to create a preference for Thomas More through emotion.
We didn’t invent an emotion. We tapped into what young people already feel today.
According to our research report De Duurzame Belg (the Sustainable Belgian), young people are anxious about the future. They have little faith in today’s leaders. They want to take matters into their own hands, but they feel like they can’t. The general sentiment? “I’ll live with the consequences, but I’m too young to change anything.”
Thomas More wants to give these young people the skills and knowledge to build the future themselves. The school gives them more than a degree. It gives them tools to shape their lives.
It’s up to Gen Z now. And Thomas More will help them get ready. Understanding and empowering these youngsters worked.
