It's very rare that you make the work that you won the pitch with. But this was one of those rare times and for a very deserving client. ECU was known as a "Super TAFE". A polite way to say "the University you go to when you can't get into the one you want". But ECU had already transformed itself from that legacy with some of the best teacher and student reviews in the industry and climbing in the University rankings. The challenge was perception had yet to catch up with reality. This project allowed us to revamp the university vision and set a new foundation for what people could expect from ECU. A trusting and collaborative relationship that has paid off in spades.
ECU is one of the youngest Universities in the world. Internationally known for its Academy of Performing Arts, WAAPA, the rest of the university lagged in reputation. Previously accepting students with lower grades, it became known as a "Super TAFE". Essentially, not your first choice for a University.
But ECU had made huge strides in capability, student acceptance standards and was leading the world in a number of research areas from Cyber Security, 3D printing of food and cancer research. This was not the University that people used to know. It was time that prospective students, philanthropists and employees saw it in a different light. Especially as a new, $500M state of the art Perth City Campus was scheduled to be opening in 2026. ECU needed to step out of the shadows and be seen as one of the most modern uni's in Australia. A first choice, not your last.
At the heart of the new campaign is the belief that creativity is not just a talent that some people possess, and others don’t, but rather a skill that ECU can teach, develop and nurture. By embracing a culture of creative thinking, ECU could be known for inspiring critical thinking, innovation and problem solving. Because it's creative thinking that will solve the complex problems of the age. We would demonstrate that "creativity" wasn't limited to the arts, but anything from Engineering to Business, Science to Nursing. And at ECU, we teach it.
We would cement ECU as a contemporary university that not only values traditional theory, but encourages a mix of innovation, imagination and real-world experience. The skills so many employers are looking for.
Click to play the launch film
The campaign would run across film, radio, OOH and digital. Additionally, the entire brand ecosystem has been redesigned to further modernize the brand. From the logo, to the course guides to swag. Because if Creative Thinkers are Made Here, we needed to not only look the part, but live the part.
The campaign launched 1 May 2023 and after only 6 months in market, research results (Pollinate, 19 Oct 203) has shown what a little creative thinking can accomplish:
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66% Prompted recall vs. 51% of previous campaign
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95% agreed the ad was easy to understand - core message of "creative thinkers made here", 93% 'Fits with what I believe a university should be, 92% Enjoyable, 91% Unique and Different, 88% Made the university appear to be relevant and fit my needs
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68% claimed they're more likely to consider ECU after seeing the TVC
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52% unbranded recall of the tagline
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75% Top 2 box 'relevance of Creative Thinkers Made Here' for you
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'Creative Thinking' resonated and helps position ECU as a forward-thinking university
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"[Intake] Numbers were good - in particular with the school leaver audience, so we were all very pleased and looking forward to year two of the campaign!" Jo Draper, Manager, Brand, Marketing and Creative Services