The winner was announced on 25 March at the Password conference.

Jury chair and last year’s Grand Prix winner, Maxima Estonia Brand Manager Arabella Arro, highlighted the campaign’s strong concept, well-thought-out strategy and clear impact: it reached young people in a way that supports informed education choices. Its value lies in its long-term influence, guiding more young people towards fields that play an important role in Estonia’s future.

“The 2025 admissions campaign focused on raising awareness. The aim was to show how TalTech’s programmes connect to real life and to inspire more young people to choose fields that have a tangible impact on society. From this grew the core message of our admissions campaign – real knowledge creates real things, real solutions, real opportunities. TalTech’s greatest strength lies in the practical output and societal impact of our fields, and that is exactly what we set out to highlight – and will continue to do,” said Kadri Kiigema-Voorel, Head of Strategic Marketing and Marketing Centre at TalTech.

The campaign spoke about education choices in a clear and accessible way, linking studies with real-life applications and future opportunities.

“To reach young people, you need to meet them where they are and speak about the situations they actually face. We brought real-life contexts into the campaign and placed TalTech where people move – online, in urban space and in everyday life. This created a coherent picture of a university that is youthful, science-driven and genuinely creates something – a place where knowledge takes shape in the real world,” said Margit Täht, who led the admissions campaign.

For the School of Information Technologies, the campaign confirmed that young people are looking for fields with practical output and a clear connection to future opportunities. “We see that more and more applicants come to us with a clear understanding of what they want – they recognise the skills the labour market needs and how an IT education can take them there. The campaign helped reinforce this understanding,” said Gert Jervan, Dean of the School of IT.

This was also reflected in the results: the School of IT met its admissions targets, with just over 500 students starting bachelor’s studies and 415 entering master’s programmes. „Interest in IT fields increased, and the share of applicants with prior experience in programming or technology also grew. This gives us confidence that motivated learners are coming to the university — people who genuinely want to create something and contribute to society,” Jervan added.

Ingrid Laas, Head of Marketing and Communications at the School of Business and Governance, highlighted the outcomes:
“The campaign’s impact was clearly reflected in the results – three of the most popular master’s programmes came from our school. It shows how a strong central campaign and programme-level marketing can work together to help future students make sense of their choices. The message that studying allows you to create real value – for yourself and for your organisation – clearly resonated and brought the right people to us.”

TalTech’s Rector Tiit Land also emphasised the broader ambition: “Our goal is to stand alongside the leading technical universities in the Nordic region. This requires uncompromising professionalism in everything we do, including marketing. Higher education is globally competitive, and it is essential that we help talented young people in Estonia choose TalTech. Our success is also Estonia’s success.”

This year, the competition jury decided to combine the business and public sector categories, selecting four finalists in total. This made the competition stronger than usual and highlights the significance of TalTech’s recognition. The 2025 admissions campaign was delivered in collaboration with TANK, Initiative Estonia, Miltton New Nordics, and OMD.

TalTech students, alumni and researchers are shaping solutions that move both Estonia and the world forward. Real knowledge creates real solutions.

Admissions to TalTech are open until 6 July at 12:00: taltech.ee/reaalne