The University of Ballarat launches new integrated campaign for its Open Day via Melbourne agency Cubed and SceneOn

The University of Ballarat have teamed up with independent Melbourne Cubed Communications to create an integrated campaign for the university’s Open Day. The campaign poses curly questions – the kind that may not even have an answer. With the simple premise ‘you bring the questions, we’ll provide the answers.’ The campaign breaks on air today August 1.

The campaign features real students asking some of life’s truly ‘big’ questions, like ‘if the world’s surface is 75% water, why do we call it ‘earth’? – is designed to capture the attention and imagination of potential students, and encourage them to come along to Open day and not be afraid to ask whatever’s on their mind.

WATCH THE SPOT

Phill Crone manager, marketing & communications at the University believes it is the ‘left-field’ nature of the questions that stimulates the mind and creates engagement.

Says Crone: “Many students have questions, but it’s the complexity of the questions that are interesting. The type of questions students ask in our ads pose certain challenges – which will all make sense by attending our Open Day. The whole campaign is designed to be a little bit thought-provoking and of course a bit of fun.”

Mike Chuter, Cubed founding partner and strategic director believes the campaign’s simplicity is the core to its strength.

Says Chuter: “We tried to distil the emotion that is felt by many student’s at this stage of their journey. Unsure of basically anything, they really are searching for answers. There is a clear call to action and promise of what students can expect on Open Day – answers! The University hopes to attract over 10,000 on the day through this campaign which includes TV, radio, press, outdoor and online.”

Says Bruce Williams, creative director: “There is a real sense of ‘anything is possible’ to this ad. So we wanted to keep the images realistic and quirky. The fact that the questions asked by students are clearly ‘not a big deal’, deflects from the fact their decisions are in a positive and fun way. At the same time get across the idea that any question deserves an answer.”

Directed and produced by SceneOn, the ads were shot on campus and other parts of Ballarat, with Andrew Coyle teaming up with brothers Trevor and Mat Holcomb. The team having produced 3 other ads for Cubed and the University over the last 6 months.

University of Ballarat:

Sound: Bang Bang Studios