Post Graduate Campaign
- 30,000+ View count
- 3 Videos
We worked with our good friends at AUT to create a series of three commercials to promote their post graduate courses.
The Problem
AUT needed to demystify their postgraduate offerings. They were trying to reach returning students that fit into one of two categories:
1) People who want to advance their current careers
2) People who want a change and need to retrain in a different field AUT needed to help potential students understand the offering, while still capturing the passion and motivation of the students in the video.
The Journey
This was a higher-spec, more collaborative approach than Eyes and Ears’ usual AUT videos. It involved specific messaging, a lot of scheduling logistics across campuses, and high-end camera and crewing requirements.
We wanted to include a wide range of students from different projects, with diversity in gender, ethnicity, age, and background so people could see themselves as one of them.
It was a challenge to find this representation but even trickier to bring the different voices together to make a cohesive narrative. The look was 100% Eyes and Ears. “We were strategy, they were great at execution”.
AUT interviewed the students and distilled these interviews into key points. These lines were then scripted to into one succinct sentence per student, summarising their exact reason to study.
We’re lucky to work with Eyes and Ears. It’s like they are an extension of our team. They have an in-depth understanding of our style and goals, which means we can give them a loose brief and know we are going to get something great out of it. Calvin is so good at coaching the talent.
Tash Lewis – Marketing Manager, AUT
The Desired Outcome
AUT needed to give prospective students a better understanding of their postgraduate offerings. They needed to demystify it and inspire potential students, by sharing previous student’s experiences and what they got out of going to AUT.
The Result
The videos have been used across multiple channels to educate prospects on postgraduate study. Organic and paid placement on YouTube have generated over 30,000 views plus the videos have been used on social channels, eDMs, and presentations. The videos have proven to be a valuable resource in multiple touch points across the consumer journey.