Challenge
Video spots based on focus groups among history students
Focus group research conducted among history students revealed that for young people, history is not difficult at all, but rather perceived as a journey – full of discovering the world, solving riddles, and adventures. The challenge was to translate this insight into a campaign that would attractively showcase history studies as a fascinating intellectual adventure.
IDEA
History as an Experience and an Adventure
The idea behind the campaign was to show history as a dynamic, inspiring field where students become explorers and adventurers. Thanks to insights from focus group research, the spots communicate history in the language of young audiences, encouraging them to actively explore the world and building a modern, attractive image of the Institute of History at the University of Opole.
SOLUTION
Two spots showing history as a journey
Based on insights from focus group research, we created two advertising spots that capture the essence of the story as an exploration of the world and a game of detectives. One spot was filmed entirely in the urban spaces of Opole, while the other was shot at the castle in Niemodlin, which reinforced the historical context and the adventurous nature of the narrative. We were responsible for the full production – from concept, through shooting, to post-production.
An advertising spot that works
In the academic year 2024/2025, after launching the campaign, the Institute of History admitted twice as many students as in the year 2023/2024. In the year 2025/2026, it was decided to release the promotional video again, and once more, the number of first-year students admitted doubled compared to the previous year (2024/2025).
CREDITS
Marketing strategy
Commercial
Research