Brand Name:UET - PHD, MA and BA Courses Industry Type:Education / Publishing
Work Required: Corporate Products, Visual Campaign, Copywriting, TVC, Event Slogan: We're everywhere!
The European University of Tirana (UET) is the fastest-growing private university in Albania. UET was established by a group of individual academics, university lecturers, journalists and experienced managers from the public and private higher education sector. UET has gained a reputation as an educational institution distinguished by its high quality and standards.
Vatra was invited as part of the team to create and manage several advertising campaigns for UET through a long relationship and excellent cooperation. The challenge was to produce an insightful advertising campaign for two new products that UET was launching. The Bachelors’ and Masters’ programs had to be brought to the public wittily to attract the selected target audiences. Vatra’s cooperation with UET is not limited to designing their successful advertising campaigns. It was also responsible for the unification of the brand and its guidelines to establish how UET communicates and expresses itself as an organization.
The UET brand symbol is Tirana’s famous Clock Tower. Built in 1822 by Haxhi Et’hem Bey, this symbol of the capital coordinates very well with the brandname of the European University of Tirana. We undertook the creation of the brand guidelines starting with correcting the defects of the existing symbol’s shape. We established brandmark definitions and color specifications for each department and also faculty stationery rules. After working with the main brand guidelines we designed and defined the literature guidelines, creating an important component for maintaining consistency as the university’s communications. The brand book represents a focused institution, committed to high standards, a unified, strong brand with a clear vision for the future. Each of their promotional products or book covers had to be identifiable from its own color according to its activity system. All publications have a graphically unified header. Photography guidelines were also clarified for photoshoots to have the right focus. The UET image was redefined as innovative, open, human, people-oriented and as the only accessible name within the Albanian education market. Many other commercials have followed. The campaign was built to attract specified target audiences. We developed the visual language driven by local language, mentality, and needs. Metaphorically, the rock that the man is holding and lets in the desk chair expresses weight – importance of knowledge and the heavy responsibility young people should consider for their future. Another TVC campaign in 2009 speaking directly to the specific audience is one for the Masters’ courses. We used a book from which letters come floating in the air and form phrases, which are in fact the message of the commercial. There was intentionally no narration; instead we chose to play classical music in the background to help the audience concentrate on the message. The successful cooperation between Vatra and UET continued with the production of a new advertising campaign in 2010, which focused on the importance and the level of their diploma. The TVC as the focal point of the advertising campaign presented a head-on challenge with the rest of the educational institutions in the country. The X diploma, representing the other universities, and the UET diploma were washed in water, representing the challenges and storms of life in a more and more aggressive world. The X diploma faded in the wash while the UET diploma just got brighter. This is the kind of wit that Vatra has used in almost all UET commercials. In 2011, UET celebrated five years of operation. A distinguished literary figure, Dritero Agolli, was awarded the title of HonorisCausa – UET. Dritero Agolli’s speech to the UET students was used as the crucial message of UET towards its students and its targets. The 2012 campaign focused on highlighting the importance of getting an education through an institution that delivers professionalism, quality, dedication and valuable diploma for the future. To spread those important messages we choose to record the President of UET and the Leader of Masters’ program as the key figures of the university. The campaign was built on two separate advertising strands. The first was dedicated to a wider interested audience. We supported the idea with crucial and very important messages, frames, and gestures on enhancing very important decisions and the pathway on how we should distinguish them on certain moments of our life. The second campaign idea was focused on a narrower target audience, those who might take a Masters’ course. Real students and testimonials were used to highlight the value of a masters’ course and diploma from UET, not only in Albania but wherever life takes you in the future.
“Working with Vatra is always a challenge. They understand the needs of their client and what is more important they have the capability to translate the need into visual message. If you need professionalism, dedication and creativity, Vatra is the agency to work with. In my personal opinion, they are the best. Thank you.” – Mr. Prof. Dr. Adrian CIVICI, President of European University of Tirana