We were briefed by Aberdeen University and Robert Gordon’s University to promote post-graduate studies in Oil & Gas, targeting applications from Mexico. Our Union Digital team positioned Aberdeen as the ‘Oil & Gas Capital of Europe’ and created an online campaign with help of our Worldwide Partners agency in Mexico. The centrepiece of the campaign was a video featuring a fictional Mexican, Hector Gonzalez, who presents the wonderful opportunities for students in Aberdeen. Through the use of social media channels, awareness and direct response campaigns, with retargeting, we gained over 1 million views on You Tube and exceeded applications targets. We have now been asked to roll out the approach to other global markets.