Full service Melbourne agency Hello I’m Venus has created digital campaign for new client Universities Australia.

The campaign is to promote the client’s World Class, which is part of the an agreement between the group and the Australian Government to promote education experiences overseas with an emphasis on the Asia Pacific region.

Hello I’m Venus discovered finance, family commitments and a perceived level of organisation required as barriers to participation amongst World Class’s key target audience.

The target audience is one of three sub groups from within today’s “Generation – G(lobal)”.

To combat this the campaign, which is digital and mobile, features three students who have been part of mobility programs. Filmed on a green screen to promote interactivity, viewers can click on five separate questions for each student.

Information on financial assistance, eligibility and a prompt for further information are also found on the site.

Miles Mainwaring, planning director at Hello I’m Venus, said: “Research shows that a key characteristic of youth audiences is that they tend to be led by their most forward-looking and thinking peers: the opinion leaders and early adopters. As this campaign expands, and we roll out the full digital, social and mobile elements in 2014 we aim to develop a set of content platforms where all of the core inspirational content is provided by the students themselves in a highly collaborative, social and sharable way. We're really excited, as it is our view that social media and digital in general has to date been incredibly underutilised by tertiary education marketers in Australia for influencing their Millennial, digital native-audiences.”

CREDITS: Client: Universities Australia Executive Creative Director: Bec Brideson Strategy Director:  Miles Mainwaring Creative Director: Jessie Jordan Art  Directors: Tom Kearney/Sea-Maree Hall Copywriter: Sophie Lane Senior Account Director: Britt Rigoni Digital Producer: Ruth Parsons Digital Developer: Matthew Storey