There is a hot contest amongst universities for the coveted first preference selection of school leavers.
Last year, UNSW achieved the most first preference applications in NSW. But with such intense competition amongst universities, it is hard to stand out in the crowd.
Enero’s brand communications agency Precinct focused on the unique and unexpected experiences UNSW offers students that help to set them apart. The ‘Experiences’ campaign was divided into three phases:
- The ‘hear it’ phase using real student stories to drive brand awareness and grab students’ attention
- The ‘believe it’ phase that focussed on the everyday experiences each UNSW faculty offers
- The ‘plan it’ phase, raising awareness of open and information days, to provide functional information for students to apply.
Precinct used actual international students to reinforce the message so that the experiences were authentic.
Precinct executive creative director Mick Thorp said, “The insight of ‘unexpected experiences’ provided us with a really strong creative idea. We were able to develop the theme and to build a creative execution around it. Visual elements from the previous Precinct/UNSW campaign provided continuity.
“Four students were cast to tell their stories of the unexpected experiences that had opened their eyes to something new and different whilst at UNSW.”
The campaign is being rolled out to OOH including busses and train stations, video, display, social media, and Spotify.