UNSW ADVERTISING CAMPAIGN
Elevating experiences over rankings
Challenge
With so much intense competition, it’s hard for universities to differentiate from each other, and even harder to change school leavers' preconceived opinions of what matters most when choosing a university.
Approach
With many school leavers still unsure about their career path, our strategy focussed on changing the yardstick for choosing universities – shifting from rankings and course options to the unexpected experiences that shape a students future.
Solution
To engage school-leavers, we created the ‘Experience First’ campaign – featuring recent UNSW graduates, we showcased the real-life experiences that shaped who they’ve become.
Results
UNSW were ranked as the most preferred University in 2018 & 2019
CAMPAIGN STRATEGY
ADVERTISING CONCEPT
ART DIRECTION
COPYWRITING
VIDEO PRODUCTION
WEB DESIGN
CAMPAIGN ASSETS
Completed at Precinct
STUDENT STORIES: Four student stories brought the Experience First idea to life. Using a 'behind-the-scenes' studio approach, interspersed with student footage and campus pick up shots, we created compelling video stories around their unexpected experiences beyond the classroom.
OUT OF HOME: We distilled our four student stories into action-oriented headlines with media targeted to specific demographic areas.
TARGETED DIGITAL: Targeted banner ads drove traffic to a bespoke landing page where students could explore the potential for a unique UNSW experience.