Curtin University relies on under-graduate student applications in Western Australia, but was seeing significant drops in brand awareness and preference for Curtin in early 2019. AnalogFolk was tasked to develop a new brand platform and creative campaign to reach this audience, drive awareness and preference to increase student applications.
We undertook a comprehensive review of the market, the target audience and Curtin’s Brand DNA in order to develop a creative strategy for Curtin’s first major brand campaign in five years.
What we found through our youth sentiment research is that future students were faced with incredible stress and anxiety about the state of the world, and what their future holds. These worries were being further intensified for Year 12 students dealing with the pressures of ATAR and, this year, the impacts of COVID-19. While their world was in flux, their need was clear. This is the generation who want real change and want to work on practical solutions to answer the problems we face, setting themselves up for future careers and making a better tomorrow for us all. Curtin is known for its creativity and innovation, for being a place that brings people together to make things happen, so we brought the needs of our audience together with our brand proof-points in a new integrated campaign idea: Change is Here.
A hero 60" film led the brand campaign, which was launched on TV in Perth and online. A number of cutdown versions added variety to the media mix, as well as large format OOH executions on the biggest sites in Perth.
Online, the campaign was submitted by a suite of digital and social assets that landed the brand awareness campaign message and encouraged the audience to submit the ways they were initiating change in their own lives.
Initial results of the campaign were:
- The Curtin University Executive signed off on the new brand campaign with its largest budget in its history.
- The campaign since launch has seen unanimous support and positive feedback from stakeholders, partners and students.
- In the first week of the campaign applications were up 28% compared to the same period last year.
- Health Sciences, Humanities, Business and Law and Science and Engineering have all experienced year‐on‐year growth in applicants already.