Manchester-based Edison Media has launched a campaign using autonomous delivery robots to promote university-level courses for Milton Keynes College.
The fast-growing agency has partnered with the college and Starship Technologies to wrap the city’s familiar six-wheeled delivery robots in campaign creative, turning them into mobile advertising across Milton Keynes.
The robots, already used to deliver shopping to residents, will carry messaging promoting the college’s higher education offer, including degrees validated by The Open University, higher apprenticeships, HNCs and HNDs.
According to Edison Media, the creative takes inspiration from Milton Keynes itself, featuring a bird’s-eye view of the city’s distinctive road network and roundabouts to create a campaign designed to feel rooted in the local area.
Nicola Orrell, Managing Director at Edison Media, said: “This campaign works because it feels completely rooted in Milton Keynes. The robots are instantly recognisable, they are already part of daily life in the city and they move through the neighbourhoods Milton Keynes College wants to reach.
“Our role was to help turn that into a campaign that felt local, useful and memorable. It is a brilliant example of how media can move beyond fixed spaces and become part of everyday life.”
Laura Black, Group Director for Adults, HE and South Central Institute of Technology at Milton Keynes College Group, added: “We’re very excited about this innovative new campaign, which will help to raise awareness of the fantastic university level courses available at Milton Keynes College. We offer a wide range of university level courses, including our new degrees validated by The Open University, higher level apprenticeships and Higher National Diplomas (HNDs) and Higher National Certificates (HNC).
“Studying a university level course with Milton Keynes College allows students to benefit from expert tutors, excellent facilities and lower fees than most universities. So, do give the robots a wave if you see them, and visit our website if you’re interested in taking your learning to the next level at Milton Keynes College.”
Lisa Johnson, Vice President for Starship Technologies, said: “We love Milton Keynes. It’s our robots’ first home in the UK. We’re always on the lookout for things we can do to help MK organisations.
“We’re chuffed to bring Milton Keynes College’s message on university level study to local people. It’s a great partnership and Edison Media’s campaign suits our robots very well. They’ve never looked so stylish.”
The branded robots began operating across Milton Keynes on Thursday and will remain in service as part of the existing Starship delivery network later this year.
