InnoEnergy Masters+ is a family of five European double-degree master’s programmes in energy: Renewable Energy, Sustainable Energy Systems, Smart Electrical Networks and Systems, Nuclear Energy, and Advanced Energy Systems and AI. InnoEnergy is a Knowledge and Innovation Community supported by the European Institute of Innovation and Technology, a body of the European Union.
For the 2027 intake, InnoEnergy asked Koperativa to create the campaign that brings the right students to each programme, across multiple markets and every stage of their decision. We delivered the full creative and content production: strategy, creative direction, design, copy, video and supporting materials.
Each programme has its own subject, its own partner universities and its own reasons to choose it, yet all five had to read as one campaign. The audience was not one group either. A student already living and studying in Europe weighs this decision differently from one applying from abroad, so the communication had to differ too. The campaign needed to stay specific to each programme and each type of student, without splitting into five separate efforts or flattening into one generic message. Keeping it coherent and specific at the same time was the real task.
We built one creative strategy able to carry all five programmes and the Masters+ brand as a single campaign, with a defined role for every channel and every stage of the funnel. That meant being clear about what each stage is for. Awareness work earns attention and introduces one strong idea. Consideration work gives people the substance to weigh a programme seriously. Conversion work removes the remaining doubts and leads to application. Every asset was mapped to the stage it belongs to, so that nothing was doing the wrong job in the wrong place and the campaign moved forward rather than repeating itself.
An advertisement built around studying in Europe means something different to a student applying from abroad than to one already living in Germany or Poland. Scholarships and funding, in particular, carry a different weight for each. We segmented the audience around differences in motivation and circumstance rather than demographics alone, and shaped the messaging accordingly. European and international students each meet a version of the campaign built around what matters to them, down to the proof points we lead with and the people shown in the creative.
The whole campaign shares one visual language: the same typography, colour and tone of image, applied consistently from the first awareness piece to the final call to apply. Whichever programme a student encounters, and wherever they meet it, the campaign is recognisable as one thing. Within that system we developed the core creative concepts: a brand concept carrying the Masters+ promise, a dedicated carousel for each programme explaining the course step by step, testimonial pieces built around real students, and a scholarships concept addressing the barrier most applicants face first, which is cost.
We wrote the campaign copy across Instagram, LinkedIn, Google Performance Max and Demand Gen. Each channel has its own rules, lengths and audience behaviour, and the copy was written to fit each one rather than pasted across all four. We worked concept by concept: the core idea agreed first, then adapted to every format it needed to appear in. Every line was written from the student’s point of view rather than the institution’s, so that five programmes across four channels still sound like one voice. This extended to the three pillars behind every programme, Academics+, Careers+ and CommUnity+, each written to explain the academic offer, the career support and the student community in the same voice as the rest of the campaign.
The campaign is anchored by a series of programme films, filmed at partner universities in Barcelona, Stockholm and Brussels, built around interviews with programme directors and set against the campus and the city where students would study. Alongside them we produced the scholarship and testimonial films, and edited the footage into short-form cuts for social, each version built for the placement and funnel stage it was made for.
Filming across three countries in a short window called for a production model that kept the creative approach consistent regardless of location. Our own team directed the Barcelona shoot on site. In Stockholm and Brussels we worked with local crews, directed remotely by our video director, so that framing, interview style and visual quality matched across every location. We also handled delivery and hosting, so the films could be embedded cleanly across the programme pages, and designed the motion graphics to be reused for future intakes.
The programme syllabuses are dense, detailed academic documents. Our task was to make them clear and usable, and to bring them into the same visual world as the rest of the campaign, so that a prospective student opening one recognises it straight away as part of Masters+.
Alongside the campaign we produced the supporting materials InnoEnergy needed to tell the Masters+ story on brand: presentation content explaining the academic, career and community offer, and roll-up banner designs for events. Wherever the story needed a new format, the same system extended to cover it.
The campaign brought together strategy, creative direction, video production across three countries, design, copywriting and channel adaptation, delivered within a fixed recruitment window. A single project manager coordinated the work with InnoEnergy’s team, the programme directors and the local crews, with scheduling and approvals planned backwards from launch.
Keeping one team accountable for the whole campaign, from concept to final delivery, is what allowed five programmes, three countries and four channels to come together as one body of work.
