University of New South Wales
Bringing the UNSW college experience to life through a 'student' video campaign and interactive digital experience
For the first time in a long time, beds were empty in UNSW accommodation. Through interviews and surveys with students we found that the more they had seen and felt of the university experience, the stronger their affinity for it. We developed a campaign 'where we belong together' to distill the experience of living at UNSW.
We needed prospective residents to feel part of UNSW college life before they’d even arrived so chose Instagram Stories to frame the experience of a first-year. As a more spontaneous, personal and ephemeral format, it allowed us to be genuine and authentic in telling the portrait of life at UNSW accommodation.
Art direction
Campaign strategy
Creative Director: Tristan Velasco
Copywriter: Celina Syrios
Strategist: Matt Lazenbury
Video Editor: Shea Bennett
Designer: Becky Gillis
Motion Designer: William Nghiem
Results
2,000% campaign ROI
The campaign increased website lead conversions by 575%, generating an expected value of $1.15 million and a return on investment of nearly 2,000%
PHASE 2
Off the back of such a successful phase 1 campaign, we needed to develop a supporting message that further encouraged both new students, and existing students who had left campus due to COVID-19 to reapply and return to UNSW.
We developed an interactive online quiz that answered students’ curiosity to match them with the culture and experience of each college based on their preferences and personalities.
Students were prompted via targeted digital displays and social ads, with results delivered via web and email. The tailored results featured our updated photography and essential information about each college or apartment.
RESULTS
The campaign beat all its targets, with over 5,000 unique visitors to the page and a 79% quiz completion rate.
From a target of 500, the quiz captured 1,255 leads and generated 327 lease applications
(more than 600% above the target goal of 50 lease applications).
