You are ANU | Australian National University

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Building the legacy of the game changer

You Make Us Australia's National University | Commercial Source: YouTube

THE BRIEF

In order to drive students to enrol at ANU, the university needed to showcase just how their students make them Australia’s National University. As part of the campaign they needed to extend the reach of a traditional media campaign to engage students on platforms they enjoy communicating on. With an ad that would play in cinema across Canberra and Sydney, we knew the campaign needed something special to showcase the diverse experiences at ANU.

THE STRATEGY

As ANU had already bought media prior to the campaign strategy and creative being developed, because of tight deadlines. Zoo Group had to work within the bounds of the plan to develop a way for the target audience to engage with this advertising on a deeper level, through something a little bit more creative. By using a mirror feature on traditional bus shelter ads, students could see themselves in the advertising - in line with the campaign positioning. This was then echoed through on-campus bathroom advertising during O-Week, an exciting, new cinema commercial and visual style through-the-line, alongside 24 individualised, custom geo-fenced Snapchat filters running during Open Day.

THE EFFECT

The campaign garnered great results, seeing a 27% increase in web traffic, and a 16% increase in student applications from the Outer ACT catchment. Moreover, the campaign saw an overall increase of 5.4% to enrollments compared to the same time last year. The Open Day activation saw great results for positive brand awareness, with the Snapchat geofilters drawing over 19 000 views in a few hours.