UNIVERSITY OF EAST LONDON – AUGMENTED REALITY CAMPAIGN
Augmented reality direct mail campaign
DATE: November 2019
AUTHOR: Emma Elmer
University of East London is a public university located in the London borough of Newham, based at three campuses in Stratford and Docklands, following the opening of University Square, Stratford, providing education to 17,000 students from 135 different countries. The UEL are making a difference through their world-leading research and network of high-achieving alumni.
The problem:
The UEL wanted to engage with new students, with a mix of print and digital content, that presented them with information and registration forms prior to their arrival on starting their further education that promoted the UEL being at the forefront of technical expertise.
Our solution:
The highly-respected university immediately bought into the campaign strategy Sure devised; a piece of direct mail including augmented reality content, driving students to their website. With all our services under one roof, Sure printed the letter, added the AR elements via SAR, Sure's AR platform and solution, then fulfilled the mailing via Royal Mail. Bringing the letter to life, the interactive content included an explainer video about the UEL and call to actions driving traffic to the UEL social feeds, and crucially, a call to action directing new students to a landing page within the website which allowed them to register and receive important information such as what to do before you arrive, what happens when you enrol, key dates across the educational calendar, study information, timetables and welcome week.
The result:
Sent to 3,000 students, our data insight shows there has been just over 38,000 interactions from this single piece of content. This equates to each student re-engaging with the letter a staggering 12 times on average.
This is a clear example of how effective print is, when combined with augmented reality through SAR. It's something that Sure believes passionately in, and following this highly-successful campaign, UEL are planning additional campaigns of this nature. Previously hard to track, with a campaign of this nature, return on investment can be measured and tracked at the touch of a button.