Case Study: EuCan Productions' "Chess Masters" Concept Wins Educational Recruitment Game For HKUST IEDA

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Client:

The Hong Kong University of Science and Technology - Industrial Engineering Department
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Objective:

To produce a creative, educational, and effective recruitment video that demystifies the complex concepts of Industrial Engineering (IE) and attracts potential students to the department.
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Challenge:

Industrial Engineering is a lesser known department often perceived as an abstract and technical field, making it challenging to convey its essence and career opportunities to prospective students in an engaging way.
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Solution:

EuCan Productions developed the "Chess Masters" creative concept, which likens the strategic and problem-solving nature of IE to the game of chess. This approach was designed to simplify the complexities of IE and make it accessible to a broader audience.
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Development Process:

- Conceptualization: We began by identifying the core elements of IE and mapped them to chess pieces, establishing a metaphor that would resonate with viewers and provide a visual narrative structure.

The four pillars of IE were broken down into four distinct case study scenes:

• Consulting Services -> Netflix Recommendations
• Financial Engineering (Algo-trading) -> Library Ops
• Engineering Management ->Restaurant Optimization
• Logistics Management -> Online Shopping and Delivery

- Visual Storyboarding: Scenes were storyboarded to ensure a seamless flow between the chess analogies and real-world applications of IE.

- Production: 3 Production Days - professional interviews with faculty and structured scenes were integrated to showcase the human element and real-world impact of IE. Venues ranged from HKUST's campus to corporate offices to the airport.

- Editing: A carefully selected soundtrack accompanied the dialogue to enhance viewer engagement and retention of the material presented. Visual effects and infographics were used to enhance storytelling.

AI was used to remove various background noise.

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Outcome:

The "Chess Masters" video was enthusiastically received by HKUST's Industrial Engineering Department, garnering positive feedback for its innovative approach to presenting complex ideas in an approachable manner. The video's creative storytelling has been instrumental in sparking interest among potential students, leading to increased inquiries and engagement with the department.
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Client's Pain Point Addressed:

By using the universally understood game of chess as an allegory, EuCan Productions succeeded in breaking down intricate IE concepts into digestible, relatable segments. This method of storytelling effectively addressed the client's need to explain unknown concepts in a fun and engaging manner, thereby enhancing the appeal of IE to prospective students.
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Future Implications and KPI:

The success of the "Chess Masters" video has set a new standard for educational recruitment content, highlighting the power of creative storytelling in the field of higher education marketing.

The viewer retention for this video has outperformed previous and other departments.

Visit our website to watch the video and discover how EuCan Productions can transform your educational concepts into captivating visual stories.