Victoria University inspires students to prepare for victory in new tvc via Leo Burnett, Melbourne

Traditionally, Victoria University students come from diverse cultural and educational backgrounds. Despite this diversity, they all share the common desire to graduate job-ready.

Continuing on the platform of ‘Victory’, established in 2013, Leo Burnett Melbourne has worked with Victoria University to create their latest brand piece showing VU alumni winning in the workplace.

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The TVC uses Rudimental’s track, Not Giving In, along with empowering mantras to encourage students to ‘Prepare for Victory’.

Says Jason Williams, executive creative director, Leo Burnett Melbourne: “This is a motivational piece that will inspire confidence in future VU students and reposition the university as an institution of genuine opportunity.”

Says Sarah Lawrie, director of marketing and future students, Victoria University: “Victory is a platform that’s flexible enough to seamlessly hero different aspects of the university, like our supportive and accessible approach to teaching, alumni success stories and state of the art facilities.”

Since the launch in May, spontaneous brand awareness has more than doubled and brand familiarity and consideration have increased 7% and 9% respectively. Current students also identify with the new brand mantra, sparking a renewed sense of pride in Victoria University.

The 30″ and 15″ TVCs are supported with 60″ cinema, press, outdoor and online comms.

Agency: Leo Burnett Melbourne

Senior Brand and Advertising Officer: Erika Moreno