Perth advertising agency, The Brand Agency has taken out another award for "The Box" campaign for Curtin University beating 150 other agencies to win the national Marketing Program of the Year award.
Perth advertising agency, The Brand Agency has taken out another award for "The Box" campaign for Curtin University beating 150 other agencies to win the national Marketing Program of the Year award.
"The Box" also won the Education category at the national Australian Marketing Institute Awards for Marketing Excellence.
The campaign has now won five awards.
"The Box" was developed as a category-changing, digital tool to help students through their final year of high school and to convince more school leavers to study at Curtin University.
"In its first year 11,000 Western Australian Year 12 students received The Box," said The Brand Agency's business director Morgen Lewis.
"As well as offering them 8gig of flash drive storage, it connected them to an online community of podcasts, study revision sessions, healthy eating tips, calendars, organisers and more.
"In fact, students were able to turn The Box into whatever they wanted.
"They could personalise their homepage with the online tools that they used and liked and also use it as a social networking tool," he said.
The AMI judges were impressed by its success.
The campaign helped Curtin reverse a two-year decline in market share of school leaver first preferences, double its market share growth objective and close the gap on its major competitor by 5.35 per cent.
The campaign is now called "The Student Box".
"We created a new channel of communication for kids in high schools that gave them an opportunity to ask questions and interact with each other and find out about tertiary study opportunities in a whole new way," said Curtin University's digital media unit director Rick Barrett.
"We effectively took a punt and it has paid off," he said.
See statement from The Brand Agency below:
Perth's The Brand Agency has beaten 150 finalists across 18 categories to win the Marketing Program of the Year award for Curtin University's The Box campaign at the national Australian Marketing Institute Awards for Marketing Excellence.
The Box, which also won the Education category, was the only entrant from Western Australia to win at the national AMI awards, which were held in Melbourne overnight.
"The partnership between The Brand Agency and Curtin University has been a very successful one," said The Brand Agency's Business Director Morgen Lewis.
"The Box has now won five awards including a Gold Effie and a PADC Bronze that it picked up last year. It is also a finalist in two categories at the ADMA awards and is entered for the APG creative planning awards."
Created by The Brand Agency and Longtail, The Box was developed as a category-changing, digital tool to help students through their final year of high school and to convince more school leavers to study at Curtin University.
"In its first year 11,000 Western Australian Year 12 students received The Box. As well as offering them 8gig of flash drive storage, it connected them to an online community of podcasts, study revision sessions, healthy eating tips, calendars, organisers and more. In fact, students were able to turn The Box into whatever they wanted. They could personalise their homepage with the online tools that they used and liked and also use it as a social networking tool," said Mr Lewis.
As a result, The Box became a complete 21st century media channel, that opened up a world of online videos, competitions, exclusive music downloads, social networking and help with university and course selection.
The AMI judges were impressed by its success, with The Box helping Curtin reverse a two year decline in market share of school leaver first preferences, double its market share growth objective and close the gap on its major competitor by 5.35%. The Box also delivered a return on investment of almost $6 for every $1 spent and reduced Curtin's expenditure on media and advertising.
Mr Lewis paid credit to Curtin University for making the bold decision to choose a digital led campaign over traditional mass media advertising.
"This is an outstanding campaign that highlights marketing's shift from traditional areas to its importance in the growing education sector," said AMI Chief Executive Mark Crowe.
The winners of the ADMA and APG awards will be announced at the end of November.
