RMIT OPEN DAY 2020 REIMAGINED
With Australia well and truly in the throws of COVID-19, opening RMIT’s Melbourne campus up to a brand new cohort of ambitious students was no longer an option. Determined to turn this wave of ‘COVID kids’ into a class of change-makers, we set about developing an Open Day campaign concept that reinvigorated their dreams for 2021, while building a sense of excitement and anticipation around RMIT’s inaugural online event —a momentous last-minute pivot for the university.
The campaign itself was holistic and digitally driven, reflecting RMIT’s new brand positioning. More importantly, it was developed to have impact and cut-through in an especially noisy market. This was done by leading with a message of optimism and hope, while weaving in a sense of empathy that acknowledged the hurdles encountered by students in 2020. This messaging was delivered alongside powerful and distinctly branded visuals, consisting of a Pixel wave and ‘glitch’ effect, that conveyed both the digital nature of the event and the promise of success at RMIT.
While time was well and truly against us, in true Cyclone fashion we hit the ground running the moment the brief dropped and successfully turned around the concept development, shooting and production in record time. This ensured the message was out in market with enough time to build global momentum around the event.
We’re pleased to report that the campaign itself surpassed key campaign targets in spite of this being an extremely tricky time for the tertiary education industry — a testament to our team’s ability to work collaboratively with the client in order to produce meaningful and powerful creative.
Videography & Animation
Digital Display & Video
Social Media Advertising & Content
Out of Home & Radio Advertising
17% YOY increase of new users to the Open Day website.
12.2 million impressions.
2,176 event registrations.