UQ calls on students to ‘own the unknown’ in latest marketing campaign via Ogilvy Brisbane

Ogilvy Brisbane has unveiled a dynamic new marketing campaign that charts a clear point of difference for The University of Queensland (UQ).

The new ‘Own the unknown’ campaign continues the agency’s 2017 strategy for UQ, challenging the traditional belief that our future is predictable or that career paths are linear.

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Says Ewen Pettit, strategy director, Ogilvy Brisbane: “Quantum leaps in technology are disrupting entire industries, meaning that most of the jobs current students are being educated for may not exist in the near future. The good news is, it’s possible for educators to prepare students to navigate these absolute unknowns. That’s where UQ can take a leadership position.”

The campaign will launch this week across television, cinema and outdoor media, but will also extend well beyond advertising channels. The core ‘Own the unknown’ message will be leveraged in targeted social channels, tools and events, where future students can find the answers to their unknowns and see how current students and alumni have flourished.  In the future, the campaign will also be extended to other key audiences.

Says Phil Nobay, executive creative director, Ogilvy Brisbane: “The power of this campaign is the extent to which it can be amplified in targeted channels beyond launch. It’s so much more than an ad campaign; it’s a central theme of empowerment that unites all UQ schools and faculties, providing a platform to promote the capabilities and achievements of the entire organisation. We’re already working on a vast array of social extensions and utility ideas that will bring even more credibility and audience value to this challenging campaign idea.”

Says Kelly Robinson, chief marketing and communication officer, UQ: “One of our roles as a university is to give our students the confidence and capability to navigate this uncertainty and pivot between current and emerging careers. Creativity, critical thinking and problem-solving – the skills that UQ has championed for more than 100 years – will be more important than ever.”

Client: The University of Queensland

Media Agency: MediaCom