Queensland University of Technology (QUT), through its agency BCM, has launched new commercials in its Graduate Success campaign series.
The latest campaign features business (advertising) and creative industries graduate Dean Vowles, and biotech graduate Kylie O’Keefe as the newest additions to QUT’s Graduate Success series.
The campaign showcases the success of QUT graduates and QUT’s positioning as ‘a university for the real world’. The new campaign will extend to print, outdoor and online.
QUT graduate Vowles works as a strategist with DigitasLBi’s social media team in Hong Kong – assisting clients such as Samsung, eBay and Qantas. O’Keefe is a Global Patient Solutions Manager for pharmaceutical company LEO Pharma, headquartered in Copenhagen, Denmark. The new 45 second TVCs were filmed on location.
QUT has been a pioneer of the real-world, real-graduate brand positioning and research over many years has shown that the authenticity and accessibility of this approach connects strongly with the target audience, according to BCM managing director Kevin Moreland.
“The client’s unswerving commitment to consistent branding and messaging continues to pay dividends, with the university a clear market leader in the Queensland tertiary education category for well over a decade,” added Moreland.
“It’s all about keeping it real. From the way the graduates tell their own stories, to the content, the shooting style, and real locations. The new TVCs are great additions to the series. Dean, in particular, is a past brand ambassador for the university, keen to tell the world about his experiences at QUT, so he’s a perfect brand hero.”
Client: Queensland University of Technology
Account Service: Kevin Moreland, Rebecca Fernando, Shelley Lewis
Creative Director: Peter Goodall
Writer: Andrew Bartlett
Art Director: Mike Rolfe
Agency Producer: Shane Ford
Director: Grant Marshall
Producer: Karen Hayward
Production: Blacklab International
Post Production: Blacklab Digital – Editor: Jane Wallace
Sound: Ross Batten, Cutting Edge
Director of Strategy: Jo Stone
Channel Planner: Laura Furness