University of Dundee: University challenge. Serious fun

Applications to Dundee, a middle ground Scottish university, had seen applications fall by a third since 1997. 1 in 4 students were entering via clearing often seen as a last chance route for less academic students. The 'Serious Fun' TV campaign hit the 15-19 target market exactly. 42% more applications were achieved, and 88% of the 2002 entrants through first time acceptances, resulting in a reduction of clearing entry to 1 in 8. Investment in advertising of £269k helped generate for the University an income of £7.7m