Engine launches new brand campaign for University of the Sunshine Coast
Engine Group has launched a new brand campaign for the University of the Sunshine Coast (USC) reaffirming the uni’s positioning as ‘The best of both worlds’. As well as being the only public uni in Queensland with 5 stars for teaching quality, USC also has a higher student satisfaction rating than any other public uni in the state. Combine this with all that the Sunshine Coast has to offer, and you realise that USC students really do have the best of both worlds.
The insight, that it’s almost unfair just how good the students at the University of the Sunshine Coast have it, led to the development of the ‘Help the city students’ campaign theme. The big idea was built around a rally where USC students voiced their support for their less fortunate colleagues at the city universities.
Engine Group’s creative director, Shane Murray says, “This was a great opportunity to shake up a fairly staid category, all while telling an irrefutable truth. A big hats off to The Film Garden and the hundreds of students involved. We had a lot of fun bringing it all together.” Tim Weger, managing director added, “We applaud the University of the Sunshine Coast for buying into such a big idea, it takes a bit of courage and we all look forward to seeing the results.”
Launching this week, the campaign is spearheaded by a 90 second TV spot and rolls out in South East Queensland across TV, Cinema, Digital, Press, Outdoor and Radio and is supported by a microsite complete with Facebook integration and competition apps.
Credits
Engine Group (creative & media strategy)
Creative Director – Shane Murray
Art Director – Kory Mcavoy/Naomi White
Managing Director – Tim Weger
Account Manager – Tara Butterwick
The Film Garden (production)
Ryan Renshaw – Director
Noelle Jones – Producer
Cutting Edge Brisbane – Post Production
Mediacom Brisbane (media planning/buying)
6 Comments
Nice work Shane and co. Good positioning and microsite. Familiar vocals?
And thanks for reminding me about the lack of waves!
are Engine a little agency now??
Great stuff, Engine folks!
Jim S.
Good stuff Shano, Korylicious, Danno and Engine Crew
Sounds good, basing advertising within marketing campaign upon student feedback, and using online. But curious because domestically Australian universities and TAFE will use a lot of digital, but for international prefer travelling to offshore physical events?
Great strategy = resonating idea.