Problem

As a new player in the higher education landscape, BINUS@Bandung needed to establish a strong identity. Many prospective students were uncertain about their choices. Some were looking for a campus that reflected a modern, urban lifestyle, while others were hoping for an environment that felt more creative, green, and community-driven.

Although Paskal and Dago Campus each offered unique strengths, these differences were not widely recognized. Paskal brought the energy of a modern business and lifestyle hub, while Dago offered a more sustainable and creative learning atmosphere. 

Yet these distinct qualities had not been communicated effectively. At the same time, Bandung’s long-standing reputation as Indonesia’s creative city was not fully leveraged in shaping the narrative of BINUS@Bandung.

Objective

BINUS set out to do more than simply deliver academic information. The university aimed to build a positioning as a Creative Technology Campus, a place that connects with student lifestyles, stays relevant to industry trends, and inspires trust among students and parents alike.

The video profile was designed to:

• Introduce Paskal Campus as a modern and urban space at the heart of Bandung’s business and lifestyle districts, allowing students to envision how learning is connected to the city’s fast-moving rhythm.
• Highlight Dago Campus as a green and creative environment that fosters sustainability, offering a calm yet inspiring atmosphere for exploration and collaboration.
• Show that BINUS@Bandung is not just situated in a creative city, but part of an ecosystem that provides a holistic and future-oriented learning experience.

Action

Solutive approached this project with the mindset that a campus video should not only inform, but also inspire and connect emotionally. We applied a creative engagement strategy built on lifestyle-driven, cinematic storytelling to make the narrative memorable and relatable.

The process involved:

• Starting from the perspective of prospective students who are often uncertain about which campus best fits their aspirations, then translating those questions into a story that feels personal.
• Portraying the unique identity of each campus with authenticity: Paskal as modern, urban, and dynamic, while Dago is depicted as creative, green, and sustainable.
• Weaving in scenes from everyday student life classroom moments, peer collaboration, and life around Bandung, so that the video became an interactive campus showcase rather than a static introduction.
• Designing the storyline with high production value and a strong narrative arc, ensuring the final piece was both visually captivating and strategically aligned with BINUS’s admission goals.
• Closing the video with a compelling call to action, guiding prospective students to take the next step with confidence.

This approach turned the video into more than just promotional material. It became a form of educational storytelling, combining visual creativity with purposeful communication to position BINUS@Bandung as a campus that truly reflects its students’ future.

Results

The video profile delivered measurable results for BINUS@Bandung and reinforced Solutive’s value in creating impactful campaigns for education.

• It became the primary asset for the university’s digital admission campaign, enabling wider reach and stronger resonance with its target audience.
• The content was repurposed for school presentations and education fairs, maximizing visibility among high school students and parents across different regions.
• Brand awareness increased significantly, positioning BINUS@Bandung as a world-class creative campus and strengthening trust in its academic and cultural identity.
• Beyond immediate numbers, the project showcased how impactful video content and sustainability communication can enhance educational branding, making the message both credible and inspiring.

For Solutive, this case study demonstrated the power of combining storytelling through content with a creative engagement strategy. By producing a video that was not only visually striking but also grounded in purpose, we helped BINUS@Bandung achieve its goal of becoming a campus that students and parents view as modern, relevant, and inspiring.