Herman & partnerji

Brief

When young people in Slovenia hear 'electrofaks,' they still think of fuses, electricians, and someone who knows how to fix a boiler. In reality, the Faculty of Electrical Engineering is a hub of top-tier innovations, where the solutions of the future are being created – from artificial intelligence and robotics to space technologies and cybersecurity.

The industry desperately needs engineers, but high school students perceive the faculty as too difficult, too abstract, and even dangerous. A 2024 survey by the Faculty of Electrical Engineering revealed that young people often don’t have a clear idea of what they can do during their studies, what kind of knowledge they acquire, and what they can actually do with a degree.

Our challenge? To show the Faculty of Electrical Engineering as it truly is – as an excellent springboard for a career in the most sought-after technological fields. The Faculty of Electrical Engineering needed to be shown as a 'COOL faculty.'

Solution

We created a digital campaign in two phases, with one clear goal: to change perception and dispel doubts.

At the center, we placed a new initiative: Pre-Practice.

Pre-Practice is not just an exclusive insight into top Slovenian companies, but a completely new way of thinking about career paths. It allows students, even before the first lecture, to feel the pulse of the industry, meet teams, explore technologies, and discover the opportunities awaiting them.

When studies are still abstract, Pre-Practice is the first contact with real career opportunities, showing young people what the real world of engineering looks like – and what the goal of their studies truly is.

With Pre-Practice, we are not just selling a study program, but the future – and with this new initiative, we make it tangible. Pre-Practice has become a career map for the new generation and a pilot project with great potential to become a permanent fixture.

Services

Video production
Strategy
Social media
Performance marketing

In the first phase, we connected with young people where they spend the most time – on TikTok. Together with influencer Tilen Zakrajšek and students, we created a series of fun and dynamic videos showcasing various student projects: a robotic spider, a drone, a student formula, and hacking an electric vehicle remotely.

We spiced it all up with pop culture, humor, and 'geek' charm. On Instagram and Facebook, we focused on job opportunities and, with the help of representatives from leading companies like Dewesoft, Telekom, and Novartis, we showcased their work and the projects they are involved in. These companies directly addressed young people and invited them to information days, followed by enrollment. They encouraged the youth with the words that perhaps they are the next generation of geniuses who will shape the future.

We also supported the video content with memes and informational posts.

Results: Social Media

TikTok videos, which showed young people that the Faculty of Electrical Engineering is not just theory, reached over 940,000 views, with individual posts reaching up to 300,000 views, 2,700 likes, and 285 shares. On Meta platforms, during the campaign, we achieved over 843,691 views and over 174,000 reached users on Meta platforms.

Results: Enrollment

Along with changing perceptions, we achieved concrete results. All three study programs saw an increase in applications, with some programs growing by up to 18%. Applied Electrical Engineering received 224 applications, the highest number ever, and the faculty nearly filled all available spots in the first round, with a noticeable growth trend in the Electrical Engineering program.

TEAM
Client: Faculty of Electrical Engineering
Client Representatives: Vesna Paradiž, Nina Gržinič Frelih, Edin Kojić
Client Director: Arin Gašperin
Project Manager: Meta Česnik
Creative Director: Miha Bevc
Digital Strategist: Ljudmila Šprajc
Copywriter: Sašo Braz
Digital Content Creators: Sašo Braz and Ela Milavec
Designer: Tim Rebol