Swinburne University of Technology has launched the first phase of its 360-degree initiative, that shows its commitment to providing real industry experience and supporting students to get jobs, in a new campaign that gives employers direct digital contact with some of its high-achieving recent graduates.
As part of the campaign, the traditional seal on the Swinburne degree is replaced with a unique QR marker. Potential employers can scan the QR code to access the graduates’ LinkedIn profiles, giving them insight into the graduate’s qualifications and experiences, and allowing direct contact with them.
The initiative is part of Swinburne’s new next gen_now brand platform and approach to education, that will see the univerity re-evaluate the role of every touchpoint of the university in order to help connect graduates to their chosen careers.
Charles Baylis, executive creative director, Deloitte Digital said: “We wanted to address the common misconception that a university degree is just a piece of paper. This digitally activated diploma is the first step in proving that the Swinburne degree does more to get graduates into the workplace.”
Carolyn Bendall, chief marketing officer, Swinburne University of Technology said: “As a 21st century university at the cutting edge of technology and innovation, Swinburne is committed to producing next gen graduates, with both the skills and experience that will help set them apart. “More than a piece of paper” is a clever and innovative way to showcase our grads to future employers – just what you’d expect from a proudly creative, constantly innovating university.”
The campaign will run across digital, TVC and OOH.
Future work could see augmented experiences embedded into the degree itself, with employers being able to access curated content that brings each diploma, and student, to life.
Client: Swinburne University of Technology
- Chief Marketing Officer: Carolyn Bendall
- Deputy Director Marketing: Amy Whitehead
- Brand and Campaign Manager: Laura Iakovidis
- Brand and Campaign Specialist: Rachel Bennett
- Creative Manager: May Ling Yong
- Digital Marketing Specialist: Nick Grigg
Creative Consultancy: Deloitte Digital
- Creative, Brand & Advertising Partner: Adrian Mills
- Chief Creative Officer: Matt Lawson
- Executive Creative Director: Charles Baylis
- Creative Director: Gustavo Vampre
- Designer: Caitlin Demetriou
- Group Account Director: Sophia Redgrave
- Account Executive: Claudia Giblin
- Brand Strategist: Sally Denniston
- Producer: Marlese Sloan
- Finished Art: Mark Scano
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