The University of Auckland achieves the amazing to lure students—UPDATED

The University of Auckland has launched a campaign via JWT all about ‘achieving the amazing’, which takes the clever approach of using science to do just that, literally. Here’s a rundown on the effort.

It’s that time of year again, when often-cheesy university ads meet our TV screens and devices and lure fresh high school graduates and other prospective students to their campuses. But, despite the ads being cheesy they are getting better.

The University of Auckland is attracting students by continuing to trumpet what makes it a “world-ranking” university, this time focussing on what it’s achieving through science

A microsite has been launched on the university’s website which features two short films called ‘Light is Amazing’ and ‘Small is Amazing’, about what science is achieving with light and nanotechnology respectively. And the cool part is that near the end of each clip they create the word ‘amazing’ using the science.

In one clip microbiologist Siouxsie Wiles, head of Auckland University’s Bioluminescent Superbugs Lab uses bioluminescent bacteria isolated from a fish bought from the supermarket to draw out the word ‘amazing’.

In another, University of Auckland graduate Correy Tong etches the word ‘amazing’ into a strand of hair using a femtosecond laser that can emit light pulses lasting in the order of millionths of a billionth of a second.

StopPress has been in touch with JWT and is awaiting a response, and has also contacted the university for further information.

UPDATE: Marketing manager Helen Whitehead responded and said the campaign will also focus on other areas. 

“We are also very proud of our Arts and Humanities, and Social Sciences achievements with Development Studies ranked at 23 in the world, Accounting and Finance at 26, Education at 26 and many other highly ranked subjects. We are looking forward to continuing Achieve the Amazing in 2016 where we will showcase subjects such as Education and the Arts as well as our amazing Science outputs.” 

We wrote the word “Amazing” using naturally bioluminescent bacteria. Find out more about bioluminescence and how we use it to Achieve the Amazing at www.amazing.ac.nz.

Posted by The University of Auckland on Tuesday, 20 October 2015

JWT won the University of Auckland’s account in 2013 when the account came up for review and its long-time agency partner King St pulled out of the pitch.

“We were impressed by the insights shown by the JWT team through the review process and are looking forward to working with the team to build on our successes so far to position Auckland as New Zealand’s world-ranked university,” said director, student information and marketing services, Dianne Head earlier in a release.

According to Nielsen’s AIS data, which is based on ratecard spend, the University of Auckland spent $5 million since 2011, placing it seventh on the list of universities. Unitec topped the list of educational providers with $12 million spent in that time. 

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