NUS Student Pocket
NUS Services Limited
Issue 2 | July 2008
Agency
TEQUILA Manchester
Creative Team
Richard Sharp - Creative Director;Jeremy Clark - Deputy Creative Director;Jo Whiteley - Senior Art Director
Production Team
Helen Swinyard - Production Manager
Other Credits
Mike Lightowler - Account Director;Liz Dewhurst - Project Manager
Date
October 2006
Background
The NUS Extra Card is the only official student ID and discount card. It provides brands with the gateway to speak directly to the lucrative student market. NUS Services Limited wanted to show how the NUS Extra Card has a unique and intimate proximity with the student 'body'. They needed a simple, low-cost solution to: generate awareness of the huge benefits of being associated with the card; recruit student-orientated associates and retailers to the NUS Extra Card; and indirectly increase the number of students who bought the NUS Extra Card.
Idea
TEQUILA\ Manchester’s idea was to show that when you become an associate of the NUS Extra Card, you will literally get yourself inside students’ pockets. It’s a great place to be if you want to start building a relationship and encourage brand loyalty. They created an actual pocket for the envelope and insert, thereby inviting interaction and a virtual product demonstration. Inside the student pocket was a die-cut NUS Extra Card that opened out to reveal the facts about the enormous student spending power, along with an invitation to join a growing list of famous brands already benefiting. For the outer of the pieces they specified a tactile paper to replicate a denim feel. They distressed the pocket outer and included little details like a red jean tab and gold stitching. Inside, they used a smooth, glossy stock for the NUS Extra Card. The DM piece was sent out to a limited database of 1,200 highly targeted cold prospects, specifically aimed at directors of student-orientated organisations. In addition, 40,000 inserts were placed in Marketing Week.
Results
The total number of recruited card associates to date stands at 32. Companies who’ve already signed up include: AA Breakdown cover; Amazon.co.uk; American Golf; Amnesty International; Apple; Arcadia; Arriva; Bella Italia; Blackpool Pleasure Beach; Blockbuster; Chester Zoo; HMV; JJB Sports Stores; Little Chef; Moss Bros; PC World; Planet Holywood; Sony Centre; Specsavers and Ticketmaster.
Target Audience
Directors of student-orientated companies
Size
1,200 mail outs, 40,000 inserts
Our Thoughts
Amazing, isnt it, how lucrative the student market is, even though every student claims to be stony skint. Here's the NUS trying to attract big brands; and here's TEQUILA Manchester showing great attention to detail, with the 'distressed' paper of the outer chosen to feel like denim.