Students are an important target group for the Frankfurter Rundschau (FR for short). We thus received the commission for a Hesse-wide university campaign with target group-specific conception, CI, CD and claim. We devised the simple yet attention-grabbing claim "Get Excited for Something New", and designed the promotional spaces, advertisements and landing page. Of course we also took care of the details like planning and logistics for the tour, including personnel support. By integrating a sweepstakes we provided incentive for the studies and were able to generate the desired leads.