Unitec Institute of Technology ‘make the people who make it’ in new campaign via Special Group
Today Unitec Institute of Technology has launched its new advertising campaign ‘We make the people who make it’, aimed at celebrating the achievements of graduates of its Faculty of Technology and Built Environment via Special Group.
Says Jeanette Paine, executive director of marketing and communications: “Our graduates have played a huge part in making Auckland the great city it is today. By telling our graduates stories we want to inspire people with a passion for the trades and technologies to get trained so they can make their own mark on our city.”
The campaign, created by Special Group with media strategy from Naked Communications, focuses on ‘heroing’ the Unitec graduates who helped build Auckland into the city it is today. The TVC, with a distinctly urban feel, shot by director Andy Morton of 8com, (who also directed last year’s ‘Change Starts Here’ documentary campaign for Unitec) marks the cornerstone of the campaign and establishes the feel for a host of other elements that will roll out over the coming months.
The distinctive soundtrack for the campaign was written and performed by Auckland artist Loui the Zu and can be downloaded for free via a text to download application embedded in the TVC or by visiting the website.
The directive of the campaign is to drive awareness and interest in Unitec’s Faculty of Technology and Built Environment with a creative approach which continues to break the tertiary education marketing sector norm. This faculty encompasses courses including the traditional ‘trades’ such as carpentry, plumbing, electrical engineering, drainlaying, automotive mechanics and boatbuilding as well as civil engineering, construction management, surveying and property development.
Part of the campaign’s digital strategy will focus around a Google Maps application, which enables people who have worked on buildings in Auckland, and around the world, to mark the spot and detail their involvement. As the campaign progresses, this application will become a highlighted component of the digital activity.
Says Paine: “The campaign showcases an industry that has had a huge impact on our city and gives people working in the trades the opportunity to mark their contribution to the Auckland Cityscape via the Google Maps application.”
The campaign will roll out over a number of different platforms, including Cinema, Outdoor, Online, and an innovative GPS-activated audio-video tour on city centre Link Buses.
Says Michael Redwood, managing partner Special Group: “Last year, the ‘Change Starts Here’ documentary campaign highlighted the experience of studying at Unitec. This year we wanted to focus on the amazing things these Unitec graduates are achieving in our city.”
Jeanette Paine – Executive Director Marketing and Communications
Alistair Kirk – Director Customer Journey
Carly Wigley – Director Brand Experience
Darren Horsman – Director Corporate Relations
Chris Liew – Online Marketing Manager
Christine Prestwood – Contractor
8 Com
Andy Morton – Director
Kate Millington – Producer
Special Group
Tony Bradbourne – Creative Director
Rob Jack – Creative Director
Antony Wilson – Writer
Iain MacMillan – Art Director
Michael Redwood – Managing Partner
Nicola Winslade – Account Manager
Mahsa Willis – Producer
Nigel Sutton – Producer
Naked Communications
Matt O’Sullivan – Managing Partner
Te Roi Dodson – Communications Strategist
Beat Communications
Angela Mace – Director
James Boult – Account Manager
12 Comments
Good strategy, dull 90’s style spot though.
No Planner, you meant good tag line. The strategy is the same one the other 400 tertiary institutes are banging on about – creating the creators of tomorrow. I guess there is stiff competition for students money these days and that’s why we see so many of these ads on telly, but why do they all have to look the same and say the same thing? Still, at least Unitec have given up on the ‘change’ line. I guess that means AUT can have that space all to itself.
Not great. What’s with all the bad NZ TV ads? Is the money being spent on banners?
lovin this spot. Nice edit. Epic music
it’s gutsy.
Tis a great ad – well done Special Group.
Where’s the guts planner 2…..?
Makes me want to live in Auckland. I mean, I do live here, but it actually makes me want to. Nice
Nice work Special – fresh for the category, simple proposition.
So dated! Did a 50 yr old dude direct this?
Dear Guts, you have to remember what a risk averse category education is. ideas are often driven by ethics committies and as soon as academics’ egos are involved the creative process can grind to a halt. The guts is that they have asked themselves why would anyone choose this outfit & then said if everyone else is obsessed with reputation & grads are one way of doing that – then how can we do it in a fresher way that may actually exccite our target enough to make contact with the brand? When you look at the feel of this campaign it is like an old edition of the Naked City but it’s a damnsite fresher than the lab-coated garbage that AUT have just offered up.
Experienced this on the link bus today. A guided tour of buildings/districts en route, with references to real Unitec grads that were involved in the making of. First time the link bus advertising hasn’t made me rage. Wish I thought of it.