The University of Otago has launched its latest expression of Only Otago with a new campaign built around authentic student stories. Consistent with the 2016 work, the new campaign addresses one of the university’s core promises around an outstanding student experience.
“Nothing compares to the unscripted, unprompted, compelling voice of a student talking from the heart – and that’s what makes this campaign special,” says head of marketing Lindy Wilson. “We know the satisfaction levels down here are world class – why wouldn’t we look to leverage this?”
Jen Rolfe, managing partner of Rainger & Rolfe and herself an Otago graduate, agrees: “Who better to tell – and sell – the Otago story than the students themselves ? They told us they’re living the dream and they told us they wouldn’t want to be anywhere else. Now we have a campaign to capture and communicate this.”
The multi-channel campaign was conceived, co-created and produced by the university marketing team, the university media production unit, Rainger & Rolfe and Starcom.
Key features include:
- 15 different videos, of different lengths and different subjects – all designed for a mix of digital, online, own channel, mobile and social platforms. The first-year experience, ease of transition, speed of friendships, Studentsville, residential colleges, support, volunteering and Maori & Pacific culture and support services are just some of the areas the videos cover.
- Cinema and outdoor executions, strategically placed based on geo targeting and content preferences. Also digital tactical executions promoting accommodation, scholarships and enrolment.
- A postgraduate digital and outdoor campaign aimed at challenging potential students to consider higher education.
CREDITS
University of Otago: Lindy Wilson, Lisa Vote, Fiona Clarkson, Karlo Feliciano
Rainger & Rolfe: Ant Rainger, Jen Rolfe, Georgie Levitt, Peter Mayo, Matt Halliday, Allie Buczkowski, Lauren Proud, Lex Fleming, James Hutchinson
Video Production: Otago University Media Production Unit: Lloyd Walker, Jon Wolken, Wayne Johnson, Stuart MacKenzie
Audio: David Liversidge
Starcom: Karen Booth, Tamara Robinson.
- More videos: www.otago.ac.nz/future-students/uni-life
Share this Post
