Meet the Next U

"Meet the Next U" is a branding campaign by Caritas Institute of Higher Education (CIHE) and Caritas Bianchi College of Careers (CBCC) (the "Institutes"). The campaign's "U" logo represents students and the school, aiming to equip students with skills for their futures, regardless of background. CIHE also aspires to become Hong Kong's first Catholic university.

To promote dynamism, amongst other media format, CIHE chose the boomerang poster layouts. The "Meet the Next U" campaign features 6 students from CIHE and CBCC, each with a colour representing their respective faculty. Their young and energetic running postures demonstrate a vibrant image. The boomerang projects enhance the campaign's energy.

To boost reach and impression, the boomerang poster layouts appear on various channels. These include digital panels at SOGO department store, MTR transportation, and social media (TV commercials, Facebook, Instagram, YouTube).

SOGO's outdoor LED TV is Hong Kong's largest billboard. Located on SOGO's exterior wall, the full HD LED screen faces the busy Hennessey Road intersection, catching the eyes of hundreds of thousands of passers-by every day. This allows massive impressions on Causeway Bay goers and the mass public.

MTR's extensive network covers most Hong Kong districts. The Institutes strategically chose stations and lines cover commute routes to competitor universities. MTR ads include train door stickers. These appear on the Island Line, Tsuen Wan Line, and Kwun Tong Line.

The social media campaign provides promotions through local TV (ViuTV), Facebook, and Instagram. A boomerang series features each student representative, reaching around 3,000,000 impressions. Student interviews on YouTube received 1,633,124 impressions.

In conclusion, the "Meet the Next U" campaign effectively promotes CIHE and CBCC through multiple channels. By showcasing student dynamism, the campaign inspires youth to pursue bright futures. The boomerang poster layouts and student representatives captivate audiences, strengthening CIHE and CBCC's branding. Partly due to the campaign, admission application rose by 24.9% amidst adverse environment and enrolment by 12.7%, bringing the Institutes' total number of students to a record high.