- BRAND REINVIGORATION
Shining a new light on the University of Adelaide.
In 2012, the appointment of a new Vice-Chancellor also brought a new strategic plan for the University of Adelaide.
The plan aimed to position the University as a ‘beacon of enlightenment’.
The resulting Seek Light campaign was designed to reinvigorate the brand by framing the founding principles of the institution within contemporary context.
With stakeholder engagement a major consideration, the campaign taps into the motivation of everyone at the University – the discovery of new knowledge.
The integrated campaign included change management marketing, internal marketing campaigns, and on-campus collateral as well as cinema, television, outdoor, and digital.
Prompted awareness increased from 38% to 68% in first 12 months.
The following year that number increased to 78%.
To date there have been 1.1 million online views.
The Seek Light positioning achieved acceptance and ownership across the University internal community.
The campaign has won four Australian Marketing Institute state and national awards.
Seek Light has now been in market for over three years.
And the University of Adelaide remains firmly committed to the strategy.