SapientNitro’s new ‘NOW’ campaign repositions Bond University as the university of now. The ‘NOW’ position was developed based on the Bond learning approach – it’s a university that taps into current events, news, ideas and innovation to inform its learning experiences.
Capturing the essence of things happening all over the world at one moment in time, the 60 second launch TV spot describes the opportunities to learn from the current moment.
In the past, Bond University had presented itself as comparable to the larger, established competitors. However, this approach belied their key differentiating strength in exceptional student experience, which empowers graduates to be responsive to their changing world.
Creative director Ralph Barnett said: “Our mission was to develop a creative platform that truly reflects the core advantage that Bond can offer their students. This marketing strategy will provide regular demonstrations of how students can learn in the now.”
The key message delivered throughout the integrated campaign is that the world is moving so fast, so if you want to truly succeed, it’s never been more important to stay current.
According to Amanda Elms, general manager marketing and communications, “The embodiment of ‘NOW’ demonstrates, that whether it’s today, tomorrow or 5 years from now our graduates are better prepared for the changing environment in which they live, study and work. This campaign captures the personal and agile approach Bond takes to education and developing confident, adaptable and resilient graduates.
Managing Director: Stephen Forth
Senior Account Director: Mark Gregory
Senior Account Manager: Glenn Price
Account Manager: Rachel Montague
Strategy: Justin Cloete
Creative Director: Ralph Barnett
Art Director: Sarah Chernishov
Copywriter: Kirsten Twigg
Producer: Mel Ashman