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.
Picture this. A freshly baked, deliciously gooey and irresistible 8-in-1 giant vanilla cookie, served warm. Now imagine a delectable drizzle of hazelnut spread, NUTELLA on top. No further imagination is needed as Pizza Hut has launched its brand-new Loaded Cookie with NUTELLA this Thursday, 22nd February, set to become an Aussie favourite in their 270 […]
Social Soup has announced the appointment of Jess Hope to the newly created role of head of growth and Innovation, effective immediately. Lead image: L-R – Sharyn Smith and Jess Hope With over 15 years of social, creative and content marketing experience, Jess has spent her career immersed in entertainment, music, publishing and advertising. Having […]
The Canberra Raiders just snuck into the top eight last year, appearing in the finals for the first time since 2014. But while the Raider’s relationship with finals footy is rocky at best, their sponsorship is anything but. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
The Western Bulldogs remained in contention to take the top prize right through the 2023 season despite inconsistent results but ultimately missed out on the finals series for the first time since 2018. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the […]
Guardian Australia has recruited a new partnerships manager, Charlotte Byrne, following a push for strategic content collaborations with major advertisers. Byrnes will join Guardian Australia as partnerships manager from Schwartz Media team, where she was previously responsible for leading and developing the sales team across direct, agency and media partnerships. Guardian Australia is a free […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]
Carat Perth client partner Michelle Testa (pictured) has been named as the new chair of the Oasis Committee with a remit to deliver continued financial support to The Salvation Army on behalf of the WA Advertising and Communications industry. Testa, who takes on the chair has been a member of the Oasis Committee for several […]
In this guest post, Sarah Tilleke, Adobe ANZ Solutions Consultant (pictured below), says now’s a great time to take control of your marketing processes thanks to the rise of generative AI. Small business owners would agree that while a standout marketing campaign is essential if you want to grow your business, far too often the […]
Canto has announced that it has chosen Sydney to establish its APAC hub, to service its growing client base and to scale up growth in the ANZ market. The growing software business already works with 3,000 customers globally and notable Australian companies – such as Ramsay Pharmacy, Journey Beyond, Charles Darwin University and Cotton On […]