University of Lincoln gets real about ‘useful’ degrees

The University of Lincoln has torn up the higher education marketing rulebook with a new campaign, that swaps campus shots and manifesto voiceovers for deadpan comedy sketches.

‘Get Real World UsefUL’ from Snap London moves away from the polished campus tours and aspirational speeches commonly seen in higher education advertising.

Instead, two 30-second films show people facing everyday problems and being directed towards someone who studied at Lincoln.

The campaign positions the university around practical skills, adaptability and problem-solving, while giving its advertising a more distinctive voice.

In one film, students struggling to carry a sofa are told that a woman in flat 53 can help because she attended the university. Another follows lost hikers who are advised to seek out a Lincoln graduate two miles away.

Ed Hughes, chief marketing officer at the University of Lincoln, said: “We wanted to create something people would actually enjoy watching, while making a bigger point about the value of higher education.”

Snap London CEO Jon Boardman added: “The University of Lincoln was confident enough not to follow the category.”

The work continues Lincoln’s run of unconventional activity, including an immersive Crime Scene House, an AI plant-health robot at the Chelsea Flower Show and a touring dental-themed ice cream van.