Published on 3 October 2012
3 October 2012
A television commercial that featured hundreds of University of the Sunshine Coast students in a mock protest last year has helped earn USC a Queensland marketing industry award and put it in the running for a prestigious national prize.
USC’s ambitious “Help the city students” brand advertising campaign was judged the State winner of the Marketing Communications (Business to Consumer) category of the Australian Marketing Institute's 2012 Awards for Marketing Excellence.
It is now a national finalist of the AMI Awards for Marketing Excellence, the winners of which will be announced at a gala presentation dinner in Melbourne on 24 October.
The campaign, produced by advertising agency Engine Group, was spearheaded by a 90-second television commercial and was rolled out across television, cinema, digital, press, outdoor and radio media in South-East Queensland.
It was supported by a campaign microsite, complete with Facebook integration and competition apps.
USC students volunteered en masse to be extras for the commercial, acting as participants in an on-campus rally that highlighted USC’s “the best of both worlds” branding position.
It focussed on the University’s consistently high results for teaching quality and student satisfaction and its location on the beautiful Sunshine Coast.
The campaign put forward a tongue-in-cheek proposition that because life is so good for USC students, they should join a “Help the city students” campaign to support less-fortunate colleagues at city universities.
USC’s Vice-Chancellor Professor Greg Hill said the marketing campaign was run in 2011 for 2012 recruitment and worked a treat.
“It achieved strong cut-through with 84 per cent unprompted recall in post-campaign market research, and was well liked by prospective students, parents and school guidance officers,” he said.
“It also helped bring in more school-leavers to USC from Brisbane.”
— Terry Walsh