Artificial intelligence is present in the everyday lives of many young people. At the same time, it often remains abstract as a study and career prospect. Many young people find AI exciting, but it is difficult to grasp, too technical or cannot be clearly categorized. The challenge for the new “AI Management B.Sc.” course at Albstadt-Sigmaringen University of Applied Sciences was to overcome precisely this distance: AI should not appear as a black box, but as something that can be understood, applied and actively shaped. The aim of the campaign was to build awareness and reach and thus position the university as a future-oriented educational institution.
The central leitmotif of the campaign is the claim “Learn AI fluently.” Instead of explaining AI in theory, the creative concept translates key terms from the AI discourse into literal, visual images. Technical terms that are often talked about without really being understood are deliberately interpreted literally with a wink and transformed into a surprising visual logic. For example, a “large language model” becomes an oversized model on the catwalk, “deep learning” becomes a diver with a laptop on the seabed or “machine learning” becomes a washing machine reading a book. The motifs are intriguing, arouse curiosity and create low-threshold access to a topic that requires explanation. They pick up the target group and consistently lead them to the core message of the course.
The campaign was developed as an integrated communication solution and played out across various channels. Out-of-home motifs, campus posters and social media assets including moving images were used. The image motifs and videos themselves were AI-based – a conscious creative decision that not only brings the topic to life in terms of content, but also visually.
An upstream guerrilla teaser campaign raised awareness in public spaces: KI Managementbecame “KIM”. Tear-off slips and postcards with questions such as “Where is KIM?” or “Are you KIM?” led directly to the degree course website via QR code and created early contact points at relevant touchpoints for future students.
The campaign positions the degree program as a practical, interdisciplinary course at the interface of technology and management. Through the visual translation of complex AI terms, the communication creates attention, conversation starters and an understandable introduction to a future-relevant subject area – a key success factor in contemporary university marketing.
Further information:
Our client: Albstadt-Sigmaringen University of Applied Sciences
