Using video to connect with Gen Z

92% of Gen Z have a digital footprint, they are digital natives and they consider themselves to be more creative than the generations that have gone before them. They are constantly bombarded by online media wrestling for their attention and only engage with content that really resonates. 

University of Southampton is a game changer among universities, a founding member of the Russell Group, and has values, innovation and a reputation that mirror what Gen Z are looking for, we just needed to show them that, on their terms.

What do Gen Z want to know about their choice of university…?

• That their opinions can be expressed and their individuality will be valued
• That there is room to grow 
• That they can invent, define and influence their own future

‘Made in Southampton’ was the result. Over 120 shots showing the breadth of opportunity available at the university with an urban poem as the narrative, we challenged the voiceover artist to play with the lyrics and allowed her to find her own rhythm within the piece. The finished audio has a spontaneous flow that is unique to her style.

The video tells its audience what they want to know about their personal experience at the university, that they will be in control of their destiny and that they can mould and shape their future. The world is theirs.