Create an all-round campaign that markets Brussels as the place to be for (future) students!
We came up with #BRUSSELHACKS, a campaign narrative that is built around free things/stuff to do for students in Brussels. We teamed up with creative students living in Brussels, asking them to share their hacks on TikTok and Instagram. From these teaser videos we created promotional snippets that attracted people to the #BRUSSELHACKS website to claim 1 of the 1.000 available train tickets to Brussels.
In only three weeks time we intrigued people to discover Brussels during summer: future students from all over Flanders signed up and headed to Brussels. And yes, 10 lucky ones came to Brussels for a #BRUSSELHACKS-weekend, in which they discovered a tonne of activities that were filmed.
The result? 8 Different episodes about life in Brussels as a student: honest, real and fun(ny). These episodes became part of our official campaign during fall to promote Brussels as the ultimate city to study. Every week (for 7 weeks straight) we advertised different videos to prevent spam-like advertising online.
To give our campaign an extra dash of authenticity we collaborated with the ultimate ambassador of the capital: @vanilack. During a collaborative Instagram Live, Brik and @vanilack answered all the students burning questions about studying in Brussels.
The icing on the cake? We closed our campaign with a cinema ad for Kinepolis and UGC, letting visitors dream of the ultimate life hack: studying in Brussels!
Students loved our authentic approach, they could feel that we closely worked with actual students in Brussels. Our hashtag #BRUSSELHACKS reached more than 1 million views while our Youtube series gained almost 700.000 views. The social channels of Brik boomed and more than 6.000 students followed our livestream with @vanilack. Brik is simply the number one source for Flemish students who are curious to study in Brussels.