Campaign details

Brand: Universidad de Ingeniería y Tecnología (UTEC)
Brand owner: Universidad de Ingeniería y Tecnología (UTEC)
Lead agency: Copiloto
Country: Peru
Industries: Educational, universities
Media channels: Online display, Online video, Out, out-of-home, Public relations, Websites & microsites
Budget: 500k - 1 million

Executive summary

UTEC, the University of Engineering and Technology, is a private Peruvian university created only five years ago that operates in a highly competitive market in Peru: higher engineering studies. It is known for its educational model focused on training professionals who use their creativity to improve the world, and this focus is translated into how it develops its advertising, creating campaigns that solve real problems of the country through engineering. However, engineering is still not an attractive career for new generations, as it is considered a complex, hard and impractical profession. Our challenge was to increase the number of applicants to the University (20% more than the previous year), while demonstrating that engineering as experienced in UTEC can be the best option for younger people.