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Adelaide University
Bringing Australia’s newest university to the world.
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Launching an entirely new institution is one thing. Doing it in nine international markets with an ‘agency village’ on board – multiple creative teams, domestic and international agencies, and stakeholders navigating a new internal structure – is another. We joined in April 2024. By July, the international campaign needed to be live.
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We embedded ourselves within the world of Adelaide University, becoming a true extension of their team. Strategic from day one, we mapped out media placements across nine international markets – from China to India to Vietnam. Each location had its nuances, and our approach was tailored to ensure precision at scale. With over 3,000 creative assets spanning Out-of-Home, digital, and surge activity, we ensured nothing was left to chance.
Our market ambition was to make Adelaide University unmissable. We knew that cricket is a major draw for South Asian audiences, so we secured premium ad placement during a three-test series in India – meaning millions of viewers, and prime exposure. And when China Southern Airlines reinstated flights to Adelaide for the first time since Covid-19, we seized the opportunity – branding the first incoming flight with a full interior takeover, from tray tables to luggage racks. Every detail was designed to leave a lasting impression on prospective students, their families, and industry stakeholders.
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This was a high-stakes launch on an international scale. The campaign spanned continents, multiple languages, and an evolving stakeholder landscape – yet every element landed on time, with precision. A university built for the future demands a launch designed for impact. Through bold thinking, relentless execution, and deep sector expertise, we established Adelaide University on the global stage – turning ambition into action, from day one.
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