How can a university entice young people to study logistics?
Instead of asking »What is interesting about logistics?«, EMBASSY’s campaign concept starts with the target group and asks: »What interests young people?« And only subsequently adds: »What could that have to do with logistics?«
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EMBASSY developed a campaign for the Bremerhaven University of Applied Sciences to raise awareness of the »Transportation, Economics, Logistics« degree programme and increase the number of enrolments. With over 120,000 18-24-year-olds with relevant interests reached multiple times, the campaign ensured high visibility for the degree programme in the surrounding federal states.
The number of applicants is inherently quite small. Those who are looking for a logistics degree programme have usually decided on it early on and are now merely looking for the right university. How can this rather small set of prospective students be expanded?
The image that pops into young people’s minds when they hear »logistics« is rather technical and dry. The aim of the campaign concept is to correct this perception of »business admin in a warehouse« and to spark enthusiasm for logistics.
The hypothesis: Many young people have been interested in logistics for a long time, but are unaware of it. They may deal with logistical matters regularly – while playing video games. A small survey on the street quickly showed that the spontaneous answer to »Are you interested in logistics?« was negative, but when asked »Do you like playing Minecraft?« the answers were positive and more detailed.
In many construction games such as Minecraft (or Anno, Factorio, Satisfactory etc.), logistics topics such as warehousing, optimised transport routes and resource management are part of the fun of the game. In other words, a huge group of creative problem solvers deal with logistics in their free time. They just don’t know it yet! The campaign bridges the gap between fun and career choice and shows them: You can use the thing you like and enjoy to pursue a degree.
With the question »What does Minecraft have to do with logistics?«, we attracted attention in a new way for the first time on Campus Day at Bremerhaven University of Applied Sciences. The »Transportation, Economics, Logistics« degree programme showcased itself with a video loop, cardboard cubes, and a poster, explaining the connections between Minecraft and logistics during this open day, on which all of the university’s degree programmes present themselves. For the application phase for the winter semester 2025, EMBASSY developed a social media campaign with Minecraft and logistics motifs, which was posted on the university’s social media channel in summer 2025.
The campaign motifs show, for example, material blocks in the Minecraft look in real transport situations, or use the same blocks to graphically illustrate the connection between Minecraft and logistics. One motif which was shown during the A-levels showed the defeated final boss of the game, the exploding »Ender Dragon«.