Putting that reverse psychology argument to rest, Mt. St. Vincent University contends it worked for them — and they have data to prove it.
Alongside Extreme Group MSVU launched Good Thing, a campaign that courts savvy new students by telling them not to attend the university because it would ruin their small class sizes and good vibe. Shirts were printed with “Seriously. Don’t come here. We’ve got a good thing going.”
Featured at Empire Theatres, a popular hangout, as well as online, the creative made use of sharp graphic design featuring proud students (1, 2, 3) instead of standard study-on-the-lawn photos. Nice work.
Apparently future co-eds thought so too. Applications leaped 7.8 percent and visits to the site saw an 18.5 percent jump compared to the same time in 2005. Who’d have guessed disinterest — even feigned disinterest — is magnetic?
