New recruitment campaign shows Massey University in a new light via FCB New Zealand

FCB New Zealand has launched its first campaign for Massey University, which breaks from some of the more traditional concepts of the tertiary sector.

The campaign, which is a recruitment drive for semester one next year, sees the tertiary institution using lively visual imagery and confronting headlines projected onto campus buildings, grabbing the attention of prospective students.

Massey University’s assistant vice-chancellor external relations and development Penelope Barr-Sellers says the campaign not only has a great visual impact, it is thought-provoking and differentiates Massey among tertiary sector advertising.

Says Barr-Sellers: “It’s bold, colourful and energetic. It is designed to provoke discussion and inspire prospective students of all ages to take action to achieve their personal aspirations. The campaign will make Massey stand out and be talked about.”

Iconic buildings on Massey’s three campuses in Auckland, Wellington and Palmerston North – plus a suburban house in Auckland representing its distance campus – served as artistic canvases. The buildings were lit up at night with messages projected onto them:

·       “Never regret failing. Regret not starting”

·       “Acceptance never led to change”

·       “Don’t take what is. Grasp what if”

·       “Progress is a choice. Make it”.

The campaign’s central message, “Find Your Hunger at Massey”, also features on all of the campaign’s creative.

Says Tony Clewett, ECD, FCB New Zealand: “It’s one thing to say you’re progressive. Massey is demonstrating it. By breaking the shackles of the traditional look and feel of university advertising, we’re able to engage with students in a meaningful way and start a dialogue – which is what tertiary education should be. By projecting our lines, we’ve given credence to our message; grounding it in the bricks and mortar of the university itself.”

Media will include bus-backs, billboards, posters and online.

The campaign launched this week and will run until February 2017.

Massey University:

Senior Digital Planner Buyer – Natalie Watt