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