Some students have a clear idea of what they want to study after school and where they want to study. For the rest though, there’s a huge range of universities and colleges to choose from, and not a lot to help choose between them. We had 6 weeks to develop an idea that would resonate with this target market, and then produce and deliver the entire suite of materials before the education expo season began. No sweat.
We quickly immersed ourselves in the Think brand and digested the research into the mindset of the year 11 and 12 students we wanted to influence. This fed into the development of six distinct creative directions that we reviewed with the Think team. The range of creative ideas helped them quickly triangulate on a solution.
‘Say goodbye to old school’ resonated perfectly with the mindset of school leavers (eager to move on to adult life and leave the discipline and structure of school behind) while also communicating Think’s unique approach to tertiary education – itself a rejection of old-school approaches.
Delivery? That just required good project management and great suppliers.