When you have a good understanding of your target audience, and a client who prides themselves on being innovative, great things can happen. This week we launched a campaign to celebrate students who have chosen to study at QUT.
The campaign draws on a key trend for this new generation – mass personalisation. This cohort of year 12 students are already familiar with highly personalised online experiences, and we were keen to extend this experience more broadly.
In a first for a university, we combined a highly personalised direct mailer, a personalised website experience, and a personalised billboard in the real world to answer the communication challenge – to reduce the number of students who change university preferences.
To do this, we wanted to say a big thanks to those who chose QUT, and celebrate their choice. Our personalised mailer directed each student to their own unique website, where they were given the opportunity to create their own personal billboard which will be live around Brisbane from 26 October to 8 November.
There’s nothing like real time responses to show a campaign’s immediate successes and failures. Within 24 hours of the mailer hitting letterboxes, thousands of students had already signed up to have their name on a billboard. We were also flooded with over 50 positive email responses in less than a day, thanking us for the experience:
Thanks for setting this up. It’s was heaps of fun and definitely makes me feel I made the right choice choosing QUT.
– Year 12 student
Thanks guys this is amazing! I didn’t expect you guys to do something like this for your applicants. It’s an honour to be one of the people selected for this opportunity.
– Year 12 student
With this kind of connection with their students, QUT aren’t just claiming to be a university for the real world – they’re living it.
Shelley Lewis is a Group Account Director at BCM.