As part of the campaign, the traditional seal on the Swinburne degree is replaced with a unique QR marker.
Swinburne University of Technology has launched the first phase of its 360-degree initiative, that shows its commitment to providing real industry experience and supporting students to get jobs, in a new campaign that gives employers direct digital contact with some of its high-achieving recent graduates.
As part of the campaign, the traditional seal on the Swinburne degree is replaced with a unique QR marker.
Potential employers can scan the QR code to access the graduates’ LinkedIn profiles, giving them insight into the graduate’s qualifications and experiences, and allowing direct contact with them.
“We wanted to address the common misconception that a university degree is just a piece of paper," Deloitte Digital executive creative director Charles Baylis says.
"This digitally activated diploma is the first step in proving that the Swinburne degree does more to get graduates into the workplace.”
The initiative is part of Swinburne’s new next gen_now brand platform and approach to education, that will see the university re-evaluate the role of every touchpoint of the university in order to help connect graduates to their chosen careers.
“As a 21st century university at the cutting edge of technology and innovation, Swinburne is committed to producing next gen graduates, with both the skills and experience that will help set them apart," Swinburne University of Technology chief marketing officer Carolyn Bendall says.
"'More than a piece of paper' is a clever and innovative way to showcase our grads to future employers – just what you’d expect from a proudly creative, constantly innovating university.”
The campaign will run across digital, TVC and OOH.
Future work could see augmented experiences embedded into the degree itself, with employers being able to access curated content that brings each diploma, and student, to life.
Credits:
Client: Swinburne University of Technology
Chief Marketing Officer: Carolyn Bendall
Deputy Director Marketing: Amy Whitehead
Brand and Campaign Manager: Laura Iakovidis
Brand and Campaign Specialist: Rachel Bennett
Creative Manager: May Ling Yong
Digital Marketing Specialist: Nick Grigg
Creative Consultancy: Deloitte Digital
Creative, Brand & Advertising Partner: Adrian Mills
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Creative Director: Gustavo Vampre
Designer: Caitlin Demetriou
Group Account Director: Sophia Redgrave
Account Executive: Claudia Giblin
Brand Strategist: Sally Denniston
Producer: Marlese Sloan
Finished Art: Mark Scano
