Case study

Baked for Buzz: Driving Student Engagement with a Mobile Cookie Activation

Fusion Students is a leading UK-based provider of purpose-built student accommodation, renowned for creating vibrant, design-led living spaces across major university cities. Their residences blend premium amenities such as gyms, cinema rooms, and communal lounges with a strong focus on wellbeing, community, and sustainability. With locations in cities like London, Liverpool, Nottingham, and York, Fusion offers more than just a place to stay; they deliver an immersive student lifestyle designed to inspire, support, and connect.

The brief

Fusion came to us wanting to cut through the noise and reach students during one of the busiest periods of the year for accommodation providers…

‘How do we do something different to everyone else?’

So, we created an experience students actually wanted to get involved in, building the brand in a meaningful way whilst driving real business results through awareness, leads, and ultimately, bookings.

Baked for Buzz: Driving Student Engagement with a Mobile Cookie Activation gallery image

Mechanics

The mechanic needed to align with the idea that you get to choose how you live your Fusion experience, getting across to students that there really is something for everyone in Fusion accommodation.

In response, we took a Fusion branded cookie van around the country to 6 different cities in the UK to give out FREE cookies to students. The task was to encourage them to choose their own toppings, much like they can choose the kind of life they want to live at Fusion, a nice tie-in that would stick with them.

Results

These meaningful interactions resulted in viewings and bookings across various locations for the following academic year. Not to mention the lasting impact and memory for many of these students when they look back on their experience, which can lead to future interest and long-term brand development among their target audience.

Lastly, Fusion were delivered an abundance of data, which can be used over the next year or two to continue engaging students, making sure they remain front of mind for the next time accommodation changes hands and they’re on the lookout.

6 UK-wide activations

Over 1,300 Student emails collected