Unitec set to launch first phase of ‘Think.Do’ re-positioning brand campaign via Republik
The first phase of Republik’s major re-positioning campaign for Unitec will officially launch this weekend, with the Think.Do Experiment, conducted in Auckland’s Britomart.
The experiment is an interactive, virtual demonstration of learning concepted by Republik and developed by visual effects specialists, Method Studios. The experience is being run by event management agency, Agent 86. It has been designed to give participants the opportunity to experience the difference between learning in a lecture theatre, versus learning by hands-on experience in a real work environment. Brain engagement for each participant will be monitored throughout the experience. They will be given the results, which can also be shared on social media.
Says Alistair Kirk, marketing director, Unitec: “The team created the Think.Do Experiment to reinforce Unitec’s philosophy that learning is more effective when students can apply their knowledge to a practical situation. It was designed to engage people in a conversation about what an education in today’s world should provide and draw attention to Unitec at a time when people are considering study options for Semester One.”
Says Nicole Quin, senior account director, Republik: “As a whole, the Think.Do campaign aims to change how potential students and their influencers perceive Unitec. Traditionally Unitec has positioned itself through mass media channels as a forward thinking institute and was well known for its trades and foundation eduction services. Think.Do highlights that Unitec’s professional and vocational degrees produce world-class job candidates. Their graduates are in demand in the workplace because they have been taught how to use technology and understand systems and processes relevant to their industry.
“The target audience for the campaign is incredibly diverse. Unitec caters for people at
any stage of their educational journey, from school leavers and their influencers, to those already in careers looking to upskill. The media strategy is digitally-led to allow for more personalised messaging with a higher conversion rate. Bus backs and street posters have been used to showcase the wide variety of study options that Unitec has to offer.”
The creative for the digital and outdoor visually demonstrates that Unitec programmes combine knowledge with practical application. The bold, illustrative treatment is a significant departure from ‘student with a backpack’ type executions – typical of educational institutions.
Says Quin: “A microsite www.thinkdo.co.nz has also been designed for the campaign to help potential students easily find programme information and provide qualified leads for the Unitec customer service team.”
To demonstrate its hands-on commitment to the Think.Do positioning, Republik has opened its doors to provide industry experience for Unitec students in marketing and advertising programmes.