La Trobe University turns clever into currency with new activation via SDWM and AIRBAG

LATROBE HERO1_sml.jpgProspective university students have been inspired to be 'All Kinds of Clever' thanks to a La Trobe University activation, conceived, designed and built by the SDWM and AIRBAG teams, that enables them to pay with their own clever.

Launched at the VCE Careers Expo a week ago, Use your clever introduced three custom designed and built 'Clever Machines', each stocked with great prizes. All students had to do to receive them was show how clever they are.

The clever machines only accept clever, not cash, and through a series of bespoke games designed to test and measure different skills and attributes, players were able to win various prizes.
Screen Shot 2018-05-14 at 10.07.05 am.jpgFrom emotional intelligence to teamwork, each unique game highlighted different kinds of clever valued by industry and future employers, that students will develop and use when they study at La Trobe. These types of skills develop well rounded graduates and are what sets La Trobe apart.

In addition to the clever prizes, players wereScreen Shot 2018-05-14 at 10.07.16 am.jpg rewarded with an insight into their strengths and aptitudes, with their clever scores shared in a follow up email.

The hands-on experience was created with the objective of demonstrating the kinds of clever important for University graduates that La Trobe develops.

Says Matt Boyd, director of marketScreen Shot 2018-05-14 at 10.07.27 am.jpg development, La Trobe University: "This activation was a fun way of engaging with students and introducing them to the kinds of clever they will need in the workforce once they graduate University, in addition to their degree, and how La Trobe is teaching these skills to all students, ensuring they are ready for their careers."

The activation proved incredibly successful, with thousands of students taking part and enjoying the clever games.

SDWM creative Eddie Coghlan describes the experience as a tangible demonstration of La
Trobe's 'All Kinds of Clever' brand positioning.

Says Coghlan: "Our challenge was to create an activation that didn't just promote 'All Kinds of Clever', but was clever in itself. And in an environment where students are bombarded with gimmicks and giveaways, creating an educational and intriguing experience really set the brand apart."

Says Steve Nicholson, creative technologist, AIRBAG: "We've loved creating this technology in a way that surprises and delights. La Trobe set us the ambitious task of not only engaging high school students at the expo, but also communicating an important brand message, whilst generating a new sales lead every 60 seconds. It's immensely satisfying to feel that we did all three."

Client: La Trobe University
Senior Director, Marketing Operations: Tim Skellern
Director, Market Development: Matt Boyd
Campaign Manager: Kendall White
Campaign Co-ordinator: Angela Lee
Production Company: AIRBAG
Managing Partner: Adrian Bosich
Executive Producer: Martin Box
Creative Technologist: Steven Nicholson
Producers: Johanna Rayner, Nick Venn
Developers: Brad Hammond, Stephen Burns
Creative Agency: SDWM
Art Director: Eddie Coghlan
Creative Director: James Orr
Creative Director: Elle Bullen
Design Director: Jake Turnbull
Business Director: Jarrick Lay


Steven @ AIRBAG said:

Really fun project to work on. Personal big thanks to the La Trobe team. Delight to work with.

Where's Clems? said:

I thought they had the La Trobe account?

Same Same but Different said:

Just when the world was running out of dispensing machine ideas.

Getting them to do cool stuff is hard... said:

Love this.

Crocodile said:

Clever by design. Actually...pretty good anyway you look at it.

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