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Postcard media opportunities - targeting students in union bars.

Provided by Boomerang Media
Postcard media within the student union bars of 204 of the UK’s largest universities

Tell us about the Opportunity / What is it?

Postcard media for young adults, available via postcard racks located in the student union bars of the UK’s largest universities. Students have an annual spend of £1.6 billion per annum yet they are an elusive and very media-aware consumer group. Uni Cards reach over 90% of this target group, allowing them to browse the postcard rack so they self-select brand messages that are most relevant to them. Postcards make particularly effective data collection and response mechanisms because they allow the consumer to take a card away and act upon it in their own time.

What is the Marketing Objective?

Primary: Effectively sips ‘under the media radar’ of the highly targeted and very hard to reach student audience. Secondary: Delivers a take-home element to a media campaign and increases audience coverage when integrated with other media such as radio or press. Uni Cards are effective at capturing data or recruit students to events.

How does it work?

Uni cards are excellent at developing ‘warm prospects’ because they allow students to self-select brand messages from the rack. Perceived as postcard first and an advert second, Uni Cards slip under the media radar to successfully reach the target. Engage the audience by amusing, provoking or motivating them, using an eye-catching and relevant image and you’ll create a campaign that is commented on, passed around and retained by this audience.

Who's used it in the past?

Puma: Postcards as part of integrated campaigns enabling the brand to cost effectively reach a student audience and drive them to the Puma web site. Pathe Films: A stunning interactive virtual video card for the movie Creep which very effectively conveyed the fear element of the movie. Levis Strauss: Ones To Watch, a year long campaign enabling Levi’s to establish a running dialogue with the target audience. Other clients include: Oxfam, Virgin Records, The Samaritans, Burberry, Unilever, The Guardian, easyJet, COI, Arts Council, Mercury Records, Arcadia, L’Oreal

Features / Benefits

Boomerang is the official postcard media supplier to the NUS Student Cards effectively reach 90% of the UK student audience Student Cards significantly increase audience penetration! For example, when added to a schedule of commercial radio stations, Uni Cards add 513,000 18-24s who do not listen to any commercial radio! Student Cards are available in 100 of The Times top 120 UK universities

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50k1.9 million or 90% of all 18-24s at Uni
16 - 24
25 - 34
LocationTimingsMarketing ObjectiveOpportunity Type
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