Swinburne University of Technology and Deloitte Digital launch 360-degree initiative with diploma that connects graduates with employees digitally

Swinburne University of Technology has launched the first phase of its 360-degree initiative, that shows its commitment to providing real industry experience and supporting students to get jobs, in a new campaign via Deloitte Digital, that gives employers direct digital contact with some of its high-achieving recent graduates.

As part of the campaign, the traditional seal on the Swinburne degree is replaced with a unique QR marker. Potential employers can scan the QR code to access the graduates’ LinkedIn profiles, giving them insight into the graduate’s qualifications and experiences, and allowing direct contact with them.

The initiative is part of Swinburne’s new next gen_now brand platform and approach to education, that will see the univerity re-evaluate the role of every touchpoint of the university in order to help connect graduates to their chosen careers.

Says Charles Baylis, executive creative director, Deloitte Digital: “We wanted to address the common misconception that a university degree is just a piece of paper. This digitally activated diploma is the first step in proving that the Swinburne degree does more to get graduates into the workplace.”

Says Carolyn Bendall, chief marketing officer, Swinburne University of Technology: “As a 21st century university at the cutting edge of technology and innovation, Swinburne is committed to producing next gen graduates, with both the skills and experience that will help set them apart. “More than a piece of paper” is a clever and innovative way to showcase our grads to future employers – just what you’d expect from a proudly creative, constantly innovating university.”

The campaign will run across digital, TVC and OOH.

Future work could see augmented experiences embedded into the degree itself, with employers being able to access curated content that brings each diploma, and student, to life.

Client: Swinburne University of Technology
Chief Marketing Officer: Carolyn Bendall
Deputy Director Marketing: Amy Whitehead
Brand and Campaign Manager: Laura Iakovidis
Brand and Campaign Specialist: Rachel Bennett
Creative Manager: May Ling Yong
Digital Marketing Specialist: Nick Grigg

Creative Consultancy: Deloitte Digital
Creative, Brand & Advertising Partner: Adrian Mills
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Creative Director: Gustavo Vampre
Designer: Caitlin Demetriou
Group Account Director: Sophia Redgrave
Account Executive: Claudia Giblin
Brand Strategist: Sally Denniston
Producer: Marlese Sloan
Finished Art: Mark Scano