Education, IE News

“Best use of content” sees undergraduate applications on the rise

We’re delighted that our ‘Future Engineers’ campaign for TEDI-London has been recognised by the prestigious HEIST Awards.

Before and after photos of our 4 fictional students, now and in 50 years time. Caption "Their story began at TEDI-London - will yours?"

A recruitment campaign with a difference, ‘Future Engineers’ has been shortlisted in the Best use of content category. It’s an award that recognises bold, creative content ideas that push the boundaries in compelling ways.

Pioneering content for pioneering students

TEDI‑London is a new HE institute for future engineers. To raise awareness and drive applications for 2022, IE Brand & Digital scripted and produced three innovative campaign films.

We imagined what the new cohort of students might achieve over the next 50 years. After a multi-disciplinary engineering degree at TEDI‑London, how might graduates go on to shape society?

We told the stories of three fictional students and their future selves – engineers who have developed impactful solutions to global problems. Turning traditional HE recruitment advertising on its head and showing older people alongside undergraduates required the same kind of blue-sky thinking TEDI-London hopes for from its pioneering new students.

Watch one of the campaign videos below, or check out the full TEDI-London case study.


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Eschewing stereotypes

The films present a more modern, accurate picture of careers in engineering – eschewing the stereotype of white men in hard-hats on building sites. We show our future engineers working in a range of areas, from robotics and smart cities to carbon-capture technology.

Diversity is central to TEDI-London's mission, because people design for people like themselves. We put diversity at the heart of casting for the films to show that TEDI-London welcomes people from all backgrounds. Only 12% of people working in engineering are female, so attracting women to apply was essential, and the campaign deliberately spotlights BAME students too.

Speaking about the work, Helen Merrills, Director of Marketing at TEDI‑London said, "IE came up with a quirky and genuinely unique idea that's gone down incredibly well. The campaign perfectly captures both our ambitions for the present and our ambitions for the future – a diverse and creative engineering workforce that makes a difference."

Undergraduate applications to TEDI-London have soared as a result of the campaign.

Education marketing’s biggest night of the year

The Heist Awards from Havas Education showcase the best of the best in education marketing. For over 30 years, the phrase ‘Heist Award’ has been synonymous with excellence and innovation in education marketing.

Shortlisted entrants will celebrate at an awards ceremony in July, billed as education marketing’s ‘biggest night of the year’.

The projects that have most impressed the awards judges – themselves a ‘who’s who’ of top higher education marketers – will take home the Gold, Silver and Bronze gongs.

Shortlisted - the Heist Awards 2020 with Heist H icon

The biggest congratulations to all that have made this year’s highly coveted shortlist. In our most-entered year yet, it was a tough competition and we couldn’t be prouder of this amazing sector and the work you’re all doing.

Heist Awards