RMIT Brand Awareness Campaign

Multi-channel campaign to increase perceptions of RMIT as the study destination of choice for Victorian students, with a focus on RMIT’s hands-on learning.

  • Executive Producer: Dave Hase
  • Commercial Director: Mikey Henry
  • Creative Director: Chris Shoolman
  • Motion Designer: Donald Lim
  • Cinematographer: Cesar Salmeron
  • 1st AC: Austin Haigh
  • HMUA: Sue Frey
  • Offline: Ben Hall
  • Colour: Martin Greer
  • Sound: Paul McCosh

RMIT Brand Awareness Campaign

Multi-channel campaign to increase perceptions of RMIT as the study destination of choice for Victorian students, with a focus on RMIT’s hands-on learning.

Brief

We were engaged to bolster brand awareness for RMIT in local markets, and improve brand health and perceptions. RMIT wanted to showcase hands-on learning with real students using RMIT’s world class facilities. The content had to feel natural, capture the main study spaces that are regularly accessed by students, and harness RMIT’s established brand elements.

Solution

We produced a 15” TVC to showcase RMIT’s future-focused statements. The question “What’s next for you?” prompts viewers to consider what their own future might hold. This text — which appears in sync with a voiceover — is displayed in bold motion typography, that flies in and behind the young, passionate, articulate Australian talent. Each shot of the TVC was match-cut into the next, which created a sense of forward momentum. The hero video was then broken down into 6” Bumpers, and converted into social posts and street posters to complete this multi-channel campaign.

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Stats

  • BVOD (Broadcast Video On Demand) reached 23.4% of people aged between 16–19
  • YouTube reached 60% of Victorians aged between 18–24 
  • 15” TVC used across two platforms YouTube Unskippable and BVOD
  • Filmed in landscape 16:9 for Facebook In-Stream placements
  • Creative was recut to fit media formats in the most effective way
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