Local Hero Tour
Main category
B2C
Sub-category
9. Roadshow
Watch the event video
Event Description and Key Objectives
The Local Hero Tour is Hungary's most prestigious university event series, which has been touring the country since 2021. We appear at 10 higher education institutions in a season, timed to university days and internal events, with our branded physical outreach where we engage university and college students with fun activities. The aim of the series is to introduce the supporting brands to the younger generation. Instead of ads and commercials, we offer them a series of activities that they can join and participate in, over a period of months, that are relevant to their interests.
Key challenges
The biggest challenge was to reach out to students to provide them with the details of the event. We are talking about a hard-to-reach segment, as they only visit university platforms - and the campus - during their studies, avoid these channels in their free time, and deliberately avoid advertising, platforms flooded with commercials. It was therefore a particular success that we were able to activate and motivate them to engage in leisure activities and socialise within the universities.
Basic information about the event
Name of the organiser
Universum 8
Location
The biggest universities in Hungary
Event duration
16/04/24 - 19/05/24
Client
CIB Bank
VOTING LINK
Event results
Creativity
There is no other event like this in Hungary that uses gaming this way to get the sponsors' message across. And there is certainly not one that is travelling the country and doing its best to raise awareness among universities about the importance of relaxing and being together, because social experiences are equally as important as learning.
Innovation
This year the aim was not only to showcase the products of our mobile partner, but also to raise awareness among students about why they should open an account with our sponsor's bank. To do this, we organised a game where they could win additional prizes and even enjoy new experiences.
Execution
The aim of the sponsors was to introduce the younger generation to a brand that is already familiar to the middle and older generation. Instead of advertising, we gave them a month-long programme of activities that were relevant to their interests and that they could get involved in.
Measurable results
Thanks to hundreds of thousands of university students reached, our banking customers achieved their goals, students opened accounts with them in large numbers, and Samsung was able to effectively showcase its high-end and mid-range phones with games that made the products even more attractive to the target group. Our agency has developed a great relationship with the universities, and they welcome us back to their sites year after year.
Communication
Most of the communication took place on the venues' and universities' own platforms, in thematic Facebook groups and on the platforms of our partners Budapest Comic Con and PlayIT. The promotion was also done by our presenter influencers on their own platforms. We also reached out to university opinion leaders, who were happy to spread the word about the event. Over the years, the event has developed into a reliable point of university life, just like major university days or festivals.
Sustainable practices
Our clients have not set sustainability targets for this project, but we have made sure that each event produces as little waste as possible.
