Princess Leonor has begun her studies in Political Science at the Carlos III University of Madrid, an occasion that Canva, the visual communication platform, has taken advantage of to promote itself among the university community ahead of the start of the new school year. And it has done so with a display of outdoor advertising and street marketing actions that welcome students to the classrooms and encourage them to consider the company’s tools for carrying out projects and studying.

The strategy has been worked on together with the advertising agency Big Toys, also responsible for ”Canva brings out the best in you”, the brand’s first campaign in our country; and gives prominence to some of the platform’s most recognizable visual assets. The crown, which usually identifies the paid elements and templates of the Canva Pro subscription, has been the creative axis of the action.

Through this object, Canva has established a common thread that has connected Leonor, the university students and the tool. In this sense, the different creatives of the campaign have launched a message focused on giving the iconic Canva crown to both the princess and the rest of the students, both those on the Getafe campus and hundreds of others throughout Spain.

One of the most notable achievements has been the installation of a special marquee around the university. The support has been adapted to the concept by installing a royal sofa, a mirror and some golden crowns on top. “Welcome to uni, Princess. Here there are crowns for everyone”, is the main message that can be read.

Original Canva post on Instagram.

In addition, it has deployed outdoor advertising graphics tracing a route that, as the brand explains in a statement, connects the center of Madrid with the campus of the Carlos III University in Getafe. The creatives have been located in mupis on the street, as well as in advertising spaces on line 12 of the Madrid Metro and also in the Las Margaritas Cercanías station.

The message could also be seen on a vinyl bus present at the gates of the university at the time when Princess Leonor entered the campus.

On the other hand, the presence of Canva has also been appreciated in the University’s own facilities, especially in the cafeteria, a space usually visited by students. Beyond large-sized signage, the brand has created special napkins that it has made available to students in their corresponding napkin holders.

The brand has capitalized on a social and media event, such as the incorporation of students and Princess Leonor into the university, to boost its cultural relevance. “This year we wanted to start from an event that is very present in the conversation to welcome not only a new university student, but all the students who are starting the course“commented Soraya C. Hidalgo, General Manager of Canva Spain, in a statement. “Through creativity and through the characteristic crown of Canva Pro as a common thread, we put at your disposal tools that help you shape your ideas and projects during this new stage.”.

Canva has gone beyond communication, and has turned the initiative into a promotional action. As the campaign graphics indicate, the platform offers 3 free months of Canva Pro to university students who register with their university email on the web, with the intention of helping them start the new course. Likewise, as stated in the statement, a university survival kit will be launched that includes four collections of templates designed for organization, group work, university life and incorporation into the world of work.

The campaign will have a special presence in the physical environment, on university campuses throughout Spain and other key points for students; and will also include activations on social networks, paid media advertising, and collaborations with creators. Content linked to university life will also be launched with product demonstrations, templates, tutorials and functionalities powered by artificial intelligence.
The campaign has had the collaboration of OMD as media agency and Alium in production.