Direct marketing campigns get even more personal

The current crop of young people looking to attend university is a generation that has embraced the technology revolution.

This thinking is the driving force in the development of QUT’s direct marketing campaign to first time uni goers, through its agency BCM.

The campaign is targeting audiences who have selected QUT, but have the opportunity of changing their selection. Previous behaviour would suggest around one in four elect to change their preferences. The objective of the campaign is to reduce the proportion of QUT prospects that change.

The direct marketing campaign features an application of Augmented Reality (AR).

AR, with the use of a webcam, turns a flat image into a 3D personalised experience. Through the personalised message it sets out to consolidate and reinforce the QUT decision and communicate how important the student is to QUT.

According to BCM agency partner Kevin Moreland: “The novelty of this campaign has great appeal for the market by using what’s new in terms of technology and delivering a very personal and entertaining experience.”

Tony Wilson, director of marketing communication at QUT said: “When the agency presented this exciting concept to us, we immediately saw the natural fit between augmented reality and QUT’s brand position as a university for the real world.”

Campaign Credits:
Agency: BCM
Client:    Queensland University of Technology (QUT)
Client contact: Tony Wilson, Director, Marketing Communication
Agency Partner: Kevin Moreland
Account Director: Tracy Straughan
Account Manager: Rebecca Tame
Creative Director: Nick Ikonomou
Art Director: Ben Gay
Writer:    Jeff Smith
Associate Creative Director (Interactive): Michael Battle
Senior Interactive Producer: Trudy Worden
Interactive Designer: Paul Allan
Interactive Developer: Brian Su
Head of Channel Planning & Integration: Joanne Stone
Direct Strategist: Rebecca Johnson
DM Account Manager: Andrew Kolb
Media:     BCM

http://www.qut.edu.au