Griffith University

Griffith University

Griffith University is ranked in the top 5% of universities in the world with 50,000 students and five campuses across Queensland. In the educational landscape at the time, Griffith was seen as a highly-respected ‘challenger’ university – a position that didn’t resonate with internal stakeholders, nor tell the true story of who they were. The University needed to be repositioned as a major player and elevated to stand alongside the other top Universities in their league.

Scope

Integrated campaign strategy
Campaign concept
Creative direction
TVC/cinema
Radio & digital
advertising
Outdoor & press
Microsite & digital campaign
Copywriting
Photography
Social media
Brand guidelines

Working closely with the Brand Institute and the University’s executive team, we developed a new positioning strategy around the concept of ‘remarkable’ — a vision that underpins the University’s values and a core belief about their students and alumni.

Designed to capture the imagination of the 18-24 year demographic and engage broader university audiences, the ‘remarkable’ strategy was rolled out across an integrated awareness campaign, including digital and OOH advertising, TVC and brand guidelines.

Youthful and dynamic in tone, the campaign featured existing students as key talent. The powerful imagery was used in black and white for simplicity, with the ‘remarkable’ Griffith red chosen as the hero colour throughout. 

The new strategy and awareness campaign set the vision and trajectory for Griffith University for the subsequent three years. Despite the campaign not being an enrolment drive, the university reported an increase in new enrolments of 5.7%. The TVC was also hugely successful, becoming the most viewed piece of content on the Griffith YouTube channel compared to any other previous University campaigns.