First Preference

We combined digital outdoor technology and social media with old-fashioned direct mail in an unexpected way in this tactical campaign for QUT. Students’ personalised digital billboards, which they helped create, were published in the real world, and were also shareable with their friends and family. Using the combination of media channels to publicly acknowledge and celebrate our Gen Z school leaver audience who nominated QUT as their first choice of uni to attend, provided a highly personalised engagement with the QUT brand, helping it stand out from its competitors.

Video poster

Campaign overview

Depiction of site on device

Personalised student direct mailer and website

Personalised student website

Depiction of Out Of Home installation

Students’ personalised digital billboards in the real world

Campaign Awards

Award logo - AIMIA


Best Digital Advertising or Communication – Learning and Education Category

Award logo - BADC


Digital and New Media (Innovative Use of Digital) Category

Award logo - AIMIA


Best Use of Social Media or Content – Learning and Education Category

Award logo - AMI


National Awards for Marketing Excellence – Experiential and Brand Experiences Category

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