Monash University - "Your Name Goes Here"

George Patterson Y&R

George Patterson Y&R Brisbane, Australia

Awards

3696

Brand: Monash University
Country: Australia

Advertiser: Monash University

Title	Your Name Goes Here
Agency	George Patterson Y&R
Campaign	Your Name Goes Here
Advertiser	Monash University
Brand	Monash University
Date of First Broadcast/Publication	2016 / 12
Business Sector	Colleges, Universities & Education Centers
Philosophy	We renamed a whole university after exceptional high school students. The best academics from Monash University have campus buildings named after them, immortalizing their legacies. So, we did the same for the next generation. Just 24 hours after they received their final school results, they were emailed a unique video of the Monash campus that showcased their name on a building. This was their personal invitation to accept their scholarship. 498 unique videos were created, emailed, viewed and shared in just 24 hours. On the morning the students’ results were released, we targeted the top 1% with their own unique videos. Every name was built in Nuke 3D software and placed on its own building to look lifelike. It was then placed in a unique edit timeline. The videos were then emailed directly to each student in a custom-built EDM. The whole process was streamlined by creating purpose-built code, and the result was seamless. 498 videos were edited and emailed in just 24 hours. We achieved a 100% click-through rate, a 76% share rate and over 200,000 views. Most importantly, Monash University received the highest number of scholarship acceptances in 56 years.
Result	This strategy was based on acquisitions. While other universities send letters of offer in the mail, we did something different and more personal. We showed the top 1% of high school students they can reach their potential at Monash University by sending them each a unique video with a Monash building named after them. This was a different strategy for the category and inspired students in a new way, achieving results that far exceeded any previous scholarship campaign. previous
Media Type	Digital
Executive Creative Director	Jake Barrow
Chief Creative Officer	Josh Moore
Copywriter	James Wills
Art Director	Shane Dawson
Group Account Director	Matthew Hunt
Account Manager	Sarah Wood
Producer	Zoe Rixon
Strategist	Christine O'keefe
Director	Travis Hogg
Producer	Nick Venn