Aussie edtech Atomi launches ‘Made to engage with learners today’ brand campaign in Victoria

Aussie edtech company Atomi has launched its large-scale ‘Made to engage with learners today’ brand campaign in Victoria this week; claims to be the first Australian high school edtech brand to leverage OOH and street poster advertising.

Atomi started more than a decade ago with one goal—to be the learning platform students love. That’s why it has been built from the ground up to engage with today’s learners.

As a continuation of that mission, this campaign reinforces that effective learning starts with engagement through bold visuals, relatable messaging, and authentic imagery designed to place Atomi within the day-to-day world of Atomi’s target audience—school leaders and educators.

To make this connection as impactful as possible, the campaign has been activated across high-visibility channels that naturally fit into educators’ daily routines.

This includes OOH advertising, street posters, and digital audio (podcasts and music streaming), with OOH placements strategically positioned near schools to ensure the campaign reaches educators where they work and commute. These high-visibility placements are complemented by targeted paid social and display advertising, reinforcing Atomi’s message across both physical and digital spaces.

From creative direction to production, every aspect of design was executed in-house, with the Atomi team running a bespoke shoot, bringing Atomi’s customers to life through the authentic storytelling of high school teachers and students.

The campaign is a departure from the traditional ways of marketing in the education space ~ Atomi claims to be the first Australian high school edtech brand to leverage OOH and street poster advertising.

“This campaign signals a shift in how edtech brands could position themselves—breaking away from typical lead-gen-heavy marketing and into a modern, lifestyle-driven approach more commonly seen in consumer brands,” said Tom O’Donahoo, Atomi’s co-founder.

“Atomi has always been built to engage today’s learners, and launching a campaign of this scale in Victoria is a clear signal of our intent. We know schools are looking for solutions that truly engage students and save teachers time. By investing in a high-impact campaign like this, we’re making it clear that Atomi is here to support them.”

Atomi worked with Oodle Media, founded by Matt Rossi (ex-Eucalyptus, Koala), to manage the media buying for the campaign. Their expertise ensured strategic placement across key channels.

Atomi also collaborated with independent brand consultant, Richie Meldrum, ahead of the campaign launch to develop a compelling brand strategy and narrative that reinforces Atomi’s strong commitment to student engagement.

The ‘Made to engage with learners today’ campaign is now live across Victoria, with activations running until May 9, 2025.

Atomi
Marketing Lead: Hamish Dunham
Creative Lead: Byron Graham
Senior Creative: Lillian Cassidy
Creative: William Challis
Marketing Manager: Megan White
VP of Design and Marketing: Lise Townsend
Co-founder: Tom O’Donahoo
DoP: Koji Chan
AC: Williams Pinto
Gaffer: Aaron Ashwood
Makeup and hair: Helen Shields

Oodle Media
Media buyer: Alex Fleming
Founder: Matt Rossi
Brand Strategy and Narrative: Richie Meldrum