Campaign: Engine Group Launches Evocca College’s New Look

Campaign: Engine Group Launches Evocca College’s New Look
SHARE
THIS


What best describes you?

Engine Group has launched Evocca College’s new branding campaign that sets it apart in the cluttered educational market.

The campaign spans television, cinema, radio, outdoor, digital and social and uses inspirational images and messages to inspire the audience to strive for something better.

Evocca College is Australia’s leading RTO with 27 Colleges across Queensland, New South Wales and Victoria and with 12 more opening before the end of 2014.

Engine’s challenge was to develop a branding campaign that demonstrated that Evocca was a leader for vocational education in Australia while capturing Evocca’s unique difference.

Engine Group, Managing Director, Tim Weger said that upon visiting an Evocca College branch you will quickly realise how unique their approach to education is.

“Evocca has an amazing culture and approach to education and each individual that comes into a College is inspired to better themselves and transform through education.   We had to capture this inspiration into a 30 second TVC and in a billboard, Mr Weger said.

Creative team Kory McAvoy and Merrin McCormick took on this challenge and have developed this category defining campaign.

Creative Director Kory McAvoy said we really wanted to be different in the educational marketplace and set about creating moments of inspiration in cluttered environments.

“We wanted to create an opportunity to collaborate with our production partners as we brought the campaign to life in two phases,” Ms McAvoy said.

“The TV commercials in the first phase capture ‘launch’ moments to communicate the exhilaration you feel when you see things from a new perspective and suddenly see a new world of possibility. Evocca believes that anyone can transform their lives through education, so our goal was to use simple and beautiful words and imagery to impart this message to our audience,”

“In the second phase of our campaign, we emphasised the role Evocca College can play in supporting a student’s transformation with a focus on Evocca’s unique approach to education” Kory said.

Merrin McCormick said the audience needed a delicate approach to acknowledge that fear and self-doubt are barriers to participating in further education, while still planting the seed for change and opening the audience’s minds.

“Extensive market research and student research across Australia led us to recognise ‘fear’ as our major enemy, Ms McCormick said.

“It was our job to inspire people to put their fears behind them and reconsider what might be possible,”

“We were incredibly fortunate to work with Israel Rivera (Taxi) for our TV and print executions, and Davros (Cartel) to tell the genuinely inspiring stories of Evocca students through a series of online videos” Merrin said.

In addition to the above the line campaign elements a suite of inspirational videos were developed to support Evocca’s digital and social presence.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]