The University of Ballarat launches new integrated Open Day campaign via Cubed

The University of Ballarat has launched a new campaign highlighting its upcoming Open Day via Cubed.

Every August the University of Ballarat hosts an Open Day to give prospective students an opportunity to visit the campuses, explore accommodation options, meet lecturers and peers and to experience the vibrant and welcoming University of Ballarat community.

WATCH THE SPOT

August is the time for Open Days and students are spoilt for choice. Universities across Victoria are all reaching out to prospective students at the same time and it has become increasingly important and challenging to set your university apart in a meaningful and exciting way. With Cubed’s help, the University of Ballarat has been able to achieve just that.

The University of Ballarat prides itself on its colourful, vibrant and communal approach to higher education, which served as motivation for Cubed’s 2013 integrated Open Day campaign. Inspired by the festivities on offer at the University of Ballarat’s 2013 Open Day, Cubed framed the event as not just a chance to discover more about your future education, but to also experience the great joys of living and learning in Ballarat: ‘UB’s Big Open Day Out’ was born.

This concept allowed for the delivery of a large amount of information in a way that was familiar to the target audience of school leavers.

Says Mike Chuter, founding partner at Cubed: “We developed a strategy and campaign idea that would motivate and inspire potential students, especially those in regional areas, to get involved in the full potential of their future student life. This campaign presents a compelling case for potential students to attend the University of Ballarat’s Open Day by giving them a ‘backstage pass to life at UB’.”

Says Phill Crone, manager of marketing and communication at University of Ballarat: “The campaign idea not only allows us to show the fact that we have many course choices available, but also shows prospective students that our university understands what it is to be inquisitive and taking the next big step in life.”

The fully integrated campaign included TVC, radio, press, online and an outdoor presence utilising buses, billboards and posters. All communications used an eye-catching and energetic music festival look and feel. Colourful, quirky graphics were used in conjunction with real photography and youthful copy and music to show how ‘one day can make an epic difference’ in a potential student’s life.

Says Bruce Williams, creative director at Cubed: “The idea really started with the fact seeing UB ‘in a day’ is a ‘big day out’ in itself. A campus visit that’s fun and involving is the pay-off for potential students. The elements come together to bring a vibe befitting a ‘not to be missed’ festival or event.”

Client: University of Ballarat

Sound: Markus Kellow