There is a specific moment that happens in almost every young person's life. Just before leaving your childhood home you experience a moment of strong longing. Longing to start you "real" life, longing to become the "real" you, and longing to see who you're going to find out there. We called it Längtet, the specific feeling when all you want is to get your own place and get going with your life. We created a mini series about a girl arriving in her student apartment, in search for herself.

Based on this moment, we proposed and created a brand awareness summer campaign that not only drove sign-ups for fall, but also positioned the brand as trustworthy and relevant among young adults on social media.

By identifying key dates in the school application calendar, we structured a phased campaign strategy designed to purposefully targeted each stage. Using a “Unicorn Method,” we were able to maximize the budget while keeping the execution high-quality and flexible.

The core of the campaign was a TikTok miniseries in two episodes, supported by multiple cut-downs and outtakes tailored to specific needs throughout the summer. We also developed a dedicated campaign identity, optimized for social media and the campaign’s purpose.

The result:
More than double the target, with over 25,000 sign-ups. The campaign also generated external interest, leading to a collaboration and PR activation with MAX Burgers.