UNSW INTERNATIONAL ADVERTISING CAMPAIGN
Heroing ‘The Employables’
Challenge
UNSW wanted to adapt our highly successful ‘Experience First’ campaign for the lucrative international student market.
Approach
Our research showed that international audiences had very different motivational drivers. High tuition fees, relocation and living costs meant that international students (and their parents) were looking for a return on investment.
Solution
We created the ‘What makes you employable?’ campaign focusing on UNSW’s global internships, industry connections and real-world experiences that make their students more employable. We told the employability story through the eyes of real international graduates.
CAMPAIGN STRATEGY
ADVERTISING CONCEPT
COPYWRITING
VIDEO PRODUCTION
WEB DESIGN
CAMPAIGN ASSETS
Completed at Precinct
WHAT MAKES YOU EMPLOYABLE?: A short YouTube pre-roll lands key proof points targeted for markets in China, India and Indonesia.
NETWORKING EXPERIENCE: Shawns's story highlighted his out-of-classroom internship experiences as a Chinese undergraduate business student at UNSW.
REAL WORLD EXPERIENCE: Deeksha's story as a Master's postgraduate student from India helped her to have the confidence to make a difference in the world.
INTERNSHIP EXPERIENCE: Calvina's internship experiences throughout her course allowed her to put theory into practice, including an overseas experience in Bangkok.
LANDING PAGE WEBSITE: The campaign landing page provided a portal to explore more information about UNSW and register interest for enrolment.