A-Level results day is one of the most nerve-wracking, emotionally draining experiences in any young person’s life – but it is also a peak time for brands to reach out to future students, before they fly the nest and set off to university.
In fact, brands that leave their comms until Freshers’ Week are missing a trick, and this is just 1 of 10 key findings from a one year-long qualitative research study conducted by PrettyGreen, in which we followed 100 students through their first year at university.
Students who took part in the study explained how thinking about life at university starts from the moment their A-Level results are announced. It is at this point that their thoughts begin to centre around the road ahead – what to buy, how to re-invent themselves, and how on earth to measure the correct amount of pasta. In short, late August and early September are critical times for brands to creatively reach out.
With this particular insight in mind, this year, Nando’s – with the aid of PrettyGreen – were on side to help celebrate, or ease the pain of thousands of students receiving their A-Level results across the UK.
With a choice of free Halloumi Sticks or a ¼ Chicken up for grabs – for merely handing in your results (whatever the outcome) – the public and media went into hysterics, with a total of 89 pieces of coverage achieved across both national and lifestyle media, and significant engagement across social media.
Nando’s 2018 student activity is evidence that A-Level results day is a key cultural moment for reaching students, with titles such as LADbible, Evening Standard and Cosmopolitan all covering the news – equating in an overall reach of 1.42 billion across the UK – making Nando’s, undeniably, the student favourite for 2018.