Traditionally, Victoria University students come from diverse cultural and educational backgrounds. Despite this diversity, they all share the common desire to graduate job-ready.
Continuing on the platform of ‘Victory’, established in 2013, Leo Burnett Melbourne has worked with Victoria University (VU) to create its latest brand piece showing VU alumni winning in the workplace.
The TVC uses Rudimental’s track, Not Giving In, along with empowering mantras to encourage students to ‘Prepare for Victory’.
“This is a motivational piece that will inspire confidence in future VU students and reposition the university as an institution of genuine opportunity,” said Jason Williams, executive creative director of Leo Burnett Melbourne.
“Victory is a platform that’s flexible enough to seamlessly hero different aspects of the university, like our supportive and accessible approach to teaching, alumni success stories and state of the art facilities,” said Sarah Lawrie, director of marketing and future students.
Since the launch in May, spontaneous brand awareness has more than doubled and brand familiarity and consideration have increased 7 per cent and 9 per cent respectively. Current students also identify with the new brand mantra, sparking a renewed sense of pride in Victoria University.
The 30” and 15” TVCs are supported with 60” cinema, press, outdoor and online comms.
Agency: Leo Burnett Melbourne
Executive Creative Director: Jason Williams
Head of Copy: Sarah McGregor
Art Director: Isha Brown
Copywriter: Maggie Ryan
Group Account Director: Amanda Nicoll
Account Manager: Jeremiah Espanto
TV Producer: Cinnamon Darvall
Strategy Planner: Emily Gould
Director: Cos We Can
Film Producer: Craig Griffin & Fran Derham
DOP: Clare Plueckhahn
Client: Victoria University
Director of Marketing and Future Students: Sarah Lawrie
Advertising and Brand Manager: Matthew Hazel
Relationship Marketing Co-ordinator: Belinda Mitchell
Senior Brand and Advertising Officer: Erika Moreno