Why PHASE 1:With the start of the 2010-2011 school year looming and 6500 students preparing to descend on University of Tampa's campus, there was a need to tackle the safety issues plaguing the school.
But how do you reach liberated students, finally free of their parents' hovering gaze who want nothing to do with typical "do this and don't do that" messaging?
The students needed a campaign they could relate to, engage with, have a laugh over, and take complete ownership of, essentially make it their own.
How PHASE 1:The University hired The Creative Shop at Red Frog as the non- traditional marketing and creative execution solution to this challenge.
After multiple meetings to hear first-hand of the issues with student advisory boards, counselors, professors, and administrative professionals, the creative team landed on a fresh approach that would take more than a little innovative thinking.
It started from a 2D sketch, took several yards of test fabric and one very patient seamstress.
Meet Lucky. Lucky is the University of Tampa safety ambassador. With the international symbol of safety emblazoned on his chest, this custom designed and created 14" plush character would take a beating to demonstrate the potential danger that students place themselves in.
Reminiscent of the "Mr. Bill" character from nostalgic Saturday Night Live, this happy go "Lucky" little guy returns to the scene of potential crime or accident time after time in an effort to keep students safe.
In order to create the high end "real life" photographic feel, the framing, lighting, and staging detail was befitting a top rock star by his record label. Award winning photographer Bob Croslin (Burger King, National Geographic, Sports Illustrated) was happy to join the Red Frog team for this project and bring Lucky to life.
In the final elements of execution, you can see Lucky all over the University of Tampa Campus. From posters, digital displays, to obscure cafeteria napkin holders and T-shirts, he is ever-present, reminding students to always be safe.
Parents Weekend Launch:The "Lucky Campaign" was on full display during Parents Weekend in the lobby of the Vaughn Center. It featured the safety posters and a giant poster of the birth of Lucky story. This was a successful PR benefit demonstrating that the University was taking a firm stand on serious safety issues.
Why PHASE 2:The University of Tampa was extremely happy with the successful launch of the "Lucky" safety campaign. The first series of posters and other advertising elements were all well received by the students. The displayed posters around campus were being pilfered (a good sign of a successful campaign).
The challenge was to keep things rolling on a high note and continue the student engagement.
The University sought relevancy in the campaign after recent news of higher drug use among college students, the steady rise of social media, and a popular upcoming Tampa event, Gasparilla.
How PHASE 2:Once again Red Frog went to work, building sets, and directing two days of photo shoots to put Lucky in potentially dangerous situations and educating students on safety.
Gasparilla - A festival named after the pirate, Jose Gasparilla, that is well-known for wild partying and drinking.
Marijuana - UT needed to talk to students about "not" smoking pot on campus. They also wanted to point out the serious consequences that it would have on their academic career.
Social Networking - With so many kids connected online socially to thousands of people they barely know, UT wanted them to know they had one friend in the help center. A place they could discuss any issue.
View All Lucky Creative Here