The first phase of Republik’s re-positioning campaign for Unitec will officially launch this weekend with the Think.Do Experiment, conducted in Auckland’s Britomart.
The experiment is an interactive, virtual demonstration of learning conceived by Republik and developed by digital/experiential agency Method Studios. The experience is being run by event management agency Agent 86.
It combines two innovative pieces of technology to immerse people in 3D learning environments and measure the response in their brain’s attention levels.
It has been designed to give participants the opportunity to experience the difference between learning in a lecture theatre, and learning by hands-on experience in a real work environment.
Brain engagement for each participant will be monitored throughout the experience. They will be given the results, which can also be shared on social media.
“The team created the Think.Do Experiment to reinforce Unitec’s philosophy that learning is more effective when students can apply their knowledge to a practical situation,” said Unitec marketing director Alistair Kirk.
“It was designed to engage people in a conversation about what an education in today’s world should provide and draw attention to Unitec at a time when people are considering study options for Semester One.
“As a whole, the Think.Do campaign aims to change how potential students and their influencers perceive Unitec. Traditionally Unitec has positioned itself through mass media channels as a forward thinking institute and was well known for its trades and foundation eduction services.
Republik senior account director Nicole Quin said: “Think.Do highlights that Unitec’s professional and vocational degrees produce world-class job candidates. Their graduates are in demand in the workplace because they have been taught how to use technology and understand systems and processes relevant to their industry.
“The target audience for the campaign is incredibly diverse,” Quin says. “Unitec caters for people at any stage of their educational journey, from school leavers and their influencers, to those already in careers looking to upskill.
“The media strategy is digitally-led to allow for more personalised messaging with a higher conversion rate. Bus backs and street posters have been used to showcase the wide variety of study options that Unitec has to offer.
“The creative for the digital and outdoor visually demonstrates that Unitec programmes combine knowledge with practical application,” she said. “The bold, illustrative treatment is a significant departure from ‘student with a backpack’ type executions – typical of educational institutions.”
A microsite (www.thinkdo.co.nz) was designed for the campaign to help potential students easily find programme information and provide qualified leads for the Unitec customer service team.
To demonstrate its hands-on commitment to the Think.Do positioning, Republik has opened its doors to provide industry experience for Unitec students in marketing and advertising programmes.
The Unitec ‘Think.Do Experiment will unfold at Takutai Square in the Britomart today (9am-8pm), tomorrow (10am-8pm) and on Sunday (10am-6pm).
Come along to Britomart and find out how your brain responds!
CREDITS
Agency: Repulik
Agency Director: Heath Boot
Senior Account Director: Nicole Quin
Account Exec: Autumn Ming
Digital Strategist: Augusta Greyson
Media Planner: Diane Besim
Creative Director: Andrew Sims
Graphic Designer: Craig Ross
Digital & Experiential: Method Studios
Event Management & PR: Agent 86
Teaser Video: Republik & Method Studios
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