NYU Abu Dhabi is back with its third campaign run with Crowd

Year on year NYU Abu Dhabi continues to capture the minds of students and proud parents with its aspirational campaign messaging and visuals, reminding them that there are no boundaries when pursuing a degree at NYUAD.

In 2021, the university approached Crowd with a mission to deliver world-class higher education distinguished by excellence in research, teaching, and learning. Their goal was to target the UAE market by demonstrating that students could access a global standard of education without leaving the country.

Crowd’s role was to showcase that NYUAD offers not just local benefits but also a global network of opportunities. While students remain in the UAE, they gain access to a global community, exceptional education, and renowned educators, all within a supportive local environment designed to help them achieve their intellectual, personal, and professional goals.

‘Global Success Starts Here’ was Crowd’s creative proposition, to which audiences responded well. The lead generation campaign ran across Meta, TikTok, Google and Programmatic targeting the right demographic and locations to generate as many applications as possible before the closing date.

But it didn’t end there. 

Amplifying campaign reach with strategic OOH placements in the UAE

Panels featuring proud faces were displayed across bridges and lampposts in key Northern Emirates areas, capturing the attention of passers-by and encouraging them to explore what the university could offer. A world of possibilities was just a drive away.

Leveraging Shahid, the region’s largest OTT platform, to capitalise on Emirati Reach

Avid viewers of Shahid—the Arab world’s equivalent of Netflix—were treated to a glimpse of a witty student navigating the NYUAD campus, sharing their reasons for applying. This engaging content inspired key audiences to consider the university, demonstrating that their ambitions were within reach.

Video marketing is a dynamic medium for raising awareness of an institution. A survey found that 72% of students prefer watching a video about universities rather than reading an article. Reflecting this preference, the Shahid video component of the campaign achieved impressive results, generating 993,644 impressions and 2,774 clicks within just one month.

Overall, the entire campaign far exceeded expectations, leading to a 45.65% increase in lead volume compared to the initially planned estimations. The campaign ultimately generated a total of 3,548 leads in 5 months.

NYUAD is back this year with a third campaign, featuring a new face. The Crowd creative team is once again in the studio, developing fresh ideas for the exciting release coming in the next few months.

For those in the UAE, keep an eye out for new faces appearing on the streets and an ear out for radio updates. Both will remind you that tomorrow holds endless possibilities within your grasp.