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108 University Campaign


  • On Campus
  • Brand Ambassadors & Staffing
  • Experiential & Events
  • Media Support
  • Sampling & Flyering
  • Strategy & Concepts


  • University Students

The Client

Amazon is the largest internet-based retailer in the world.

They started as an online bookstore, later diversifying to sell DVDs, Blu-rays, CDs, video, MP3, audiobook, software, video games, electronics, apparel, furniture, food, toys and jewellery.

Amazon has big plans for the student market, so much so they developed a new product specifically for students, fittingly named, Amazon Student.

What We Did

Following on from the great success of Amazon Student Deals Week, we were asked to launch Amazon’s Black Friday to all the students we signed up during Student Deals Week.

Between 21st-23rd November it was our job to make students aware of their 30 minutes early access to all Black Friday deals throughout the course of the weekend.

We changed the style of the promotional materials in this campaign from flyers to exclusive plastic cards to be kept in the wallet, pocket or purse with exceptional results.

Another alteration on this campaign from the previous was to try a different method of promotion, moving from On Campus to Guerrilla where staff roamed off campus in high footfall areas.

Check out the short video on the campaign below.

We reached 107 university campuses simultaneously during Black Friday with only a 21 day lead time.

Why It Rocked

3 weeks preparation time

313,000 students physically reached

1M+ students visually reached

139 days of activity

107 universities

  • Joerg Stampler | Senior Product Manager | L'Oréal

    It is a pleasure working with The Student Guide, a very proactive and flexible company who understands the values and target audience of a brand quickly

  • Tim Roberts | Marketing Manager - Growth Products | Direct Line Group
    We worked with BA Media on some targeted advertising via their UK Graduate guide for our Backpacker Insurance policy and then later via their UK Student Guide to promote our Travel Insurance and the perils of not having adequate Travel Insurance.  We found BA Media a pleasure to work with; they kept us up to date with deadlines and were extremely efficient.  I would recommend anyone who deals with people in their markets to use them for their advertising.
  • Lupita Ayala | Deputy Director | Mexico Tourism Board

    The Gap Year Travel Guide is the perfect way of communication with the 18-25 market in the UK. Our advert within the Guide has drastically increased tourism to Mexico.

  • Blagoy Klimov
    Blagoy Klimov PhD | Head of International Affairs and Projects Office | Varna Free University - Bulgaria

    Out of all our international contacts, BA definitely sets the standard for great communication skills, friendliness, personal touch (which is quite hard to keep in the corporate world) and young spirit. Keep up the good work! Happy to have you as partners.

  • Dasha Matyskina | Adobe / Torpedo Group

    The British American Group have helped us get the latest Adobe campaigns in front of the student market on numerous occasions through solus email campaigns.They are quick and easy to work with and offer flexible targeting options and strong rates in the industry. We look forward to our future endeavours with the team.

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