Unstoppable 2.0
An unstoppable mindset has always been part of Uni SA. It was our job to translate this onscreen and cement it as part of the Uni's appeal.
The Challenge
UniSA is an institution to be admired. With a path set by their strategic Enterprise 25 plan, they have a clear understanding of the course they are on.
KWPX was tasked with helping to re-imagine the brand position and light the way on this direction. Communications and campaign
outputs served a functional recruitment drive, but it was evident that the organisation had an underlying universal truth – that unstoppable people gravitate to the institution.
Our challenge was to bring that notion to the fore.
The Solution
A series of stakeholder interviews were conducted to gain a greater appreciation of the broader organisation. We moved beyond undergraduate student recruitment, doing research and group consultations with international student recruitment, researchers, post-graduates, industry partners and people and culture areas of the organisation.
We found that this ‘unstoppable’ mindset organically lives in the organisations and its people. And it is the common thread that runs throughout the institution. Articulating this, and building it out into a framework, provided a launchpad for creative concept development.
Six films were created, following the lives of students at UniSA, showing real-life examples of the excellence, opportunities, and industry leadership the institution is synonymous with.
These films demonstrated that ‘unstoppable’ can take you further. Can take you where you want to get to.
The films were part of a fully-integrated campaign that included television, cinema, radio, OOH, online, direct and social.
The Result
While this work delivered campaign outputs that helped drive market share improvements for graduate recruitment, it was so much more than that.
The sentiment of ‘unstoppable’ has been embraced by all divisions within the university and has become a springboard for everything UniSA does.
