Challenge

BPP wanted to promote its Graduate Diploma in Law (GDL) conversion course to graduates who hadn’t realised a legal career was an option for them. Speaking to students and working adults aged 21-32 with little previous exposure to the brand, the campaign needed to build awareness and generate leads.

Solution

Messaging focused on an online quiz which enabled participants to discover whether their degree was compatible with the GDL, potentially empowering them to consider a law degree. Digital channels used to drive to the quiz microsite included banners, social media apps, EDM, webinars and videos. Open days and events, press advertising, and collateral for sponsored feeder university balls also drove awareness.