The Manukau Institute of Technology and bcg2took the animated approach in its last campaign. And it's gone to the other end of the ad spectrum this time with a campaign starring Samoan media personalities Sela Alo and Pua Magasiva that confronts the misunderstandings many prospective students can have about studying in an effort to boost mid-year enrolments.
The MIT(H) busters campaign, which was shot by Murderman Productions, uses layered channels to drive enquiries to MIT’s enrolment call centre or to get more course information from www.manukau.ac.nz. Media, which was handled by Mediacom, includes press, mall lites, Adshels, online and radio.
"There are many barriers to tertiary education," says account director Bonnie Carboon. For instance, many people think they have to wait until 2014 for the next academic year to start. But at MIT you can start a huge range of courses throughout 2013. Other barriers to be challenged are concerns about balancing work and study, and that studying for skills will take too long or cost too much. This campaign busts those myths completely."
Creative director Robin Powell says Alo, the host of Niu FM's breakfast show, and Magasiva, who stars in Shortland St and also appeared in Sione's Wedding, are a great fit with MIT.
"These guys have great chemistry that cuts right through the big brand posturing of most other tertiary institutions," he says. "It was clear the first time we discussed what MIT wants to achieve that they are passionate about making a positive difference in the communities that MIT serves across Auckland."
Vanessa Ellis, director of sales and marketing at MIT, says the school always tries to prepare people for jobs and to be productive and work-ready for employers. And she says there has been a fantastic response to this campaign from the faculties.
"It’s something that gets everyone in the institute fired up with positive encouragement, because the reason they are here is to make a difference to people’s lives through learning."