Unitec, Special Group campaign mines graduate gold

Unitec says its latest campaign with Special Group and 8Com brings together the best of its earlier efforts Change Starts Here and We Make the People Who Make It.

The campaign asks graduates what success means to them and offers a website where people can answer that question and get the chance to win customised ‘success packs’.

“The first one, Change Starts Here, was a really rich story about a few people who were studying at Unitec. People really got to know those guys an understand more about what it is to be a student at Unitec,” says Alistair Kirk, director of customer journey marketing and communications at Unitec.

“We Make The People Who Make It was a real celebration of all those guys and girls that contribute to something amazing but largely go unnoticed.

“This campaign is really an opportunity to bring all those things together but through the eyes of people who’ve identified themselves as successful.”

Unitec approached members of its alumni database and 1500 responded saying they wanted to be part of the campaign, says Kirk.

“We hoped it wouldn’t happen but we thought we’d get quite a few saying success was heaps of money or to be able to a flash car, but almost across the board it was what makes me happy or makes my parents or my children proud,” says Kirk.

The campaign leads with a 30 second TVC and six 15 second spots, and includes radio, PR, billboards and online.

“Success means different things to different people. This campaign is about celebrating that diversity, and using it to inspire as many people as possible,” says Michael Redwood, Special Group managing partner.


Client Company: Unitec

Director Customer Journey Marketing and Communications: Alistair Kirk 

Director Brand Experience: Carly Wigley

Director Corporate Relations: Darren Horsman

Agency Company: Special Group

Managing Partner: Michael Redwood

Copywriter: Antony Wilson

Art Director: Iain MacMillan

Creative Directors: Tony Bradbourne, Rob Jack

Account Director: Aimee Maud

Producer: Nigel Sutton

Production Company: 8com

Director: Andy Morton

Producer: Ivan Barge

Media Company: OPEN Communications

Managing Director: Matt O’Sullivan

Communications Manager: Te Roi Dodson

PR Company: Beat Communications

James Boult: Account Director

Angela March: Account Manager

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