With the help of giant golden boxes, Flinders University is utilising an integrated campaign drawing on the university’s ‘Find Your Fearless’ messaging to build excitement around its new city campus.
Prospective university students looking for a higher education option in South Australia will soon have a new Adelaide CBD campus to choose from, with Flinders University’s fourth campus opening in the city’s Festival Plaza in January next year.
Working with SOCIETY to launch the campaign, Flinders University piqued the interest of South Australians by planting two giant, glowing, golden boxes in the bustling CBD train station and Adelaide’s central shopping hub, Rundle Mall.
At first completely unbranded, the boxes featured a QR code decal, and once Flinders had been revealed as the creators of the activation, South Australians were given the chance to connect with a roster of 'Fearless Speakers' who would appear inside the box to discuss their own fearless journeys, from Adelaide United player Zach Clough to Masterchef alumni Mandy Hall and Australian of the Year, Taryn Brumfitt.
Passers-by were then encouraged to step inside the box for a one-on-one chat with the 'Fearless Speaker', or complete the Flinders University Fearless Careers Quiz, a nine-step quiz that told users the Flinders course most suited to their personality, for the chance to win one of a host of prizes.
Local influencer Jenna with the Pink was engaged to take part in a Flinders University overhaul of her channel (which currently has 1.2 million followers on TikTok), temporarily rebranding herself Jenna with the Gold.
The final stage of the campaign before Open Day will see Adelaide influencers and personalities receive their own personal gold boxes complete with Flinders University merchandise and information about the new city campus and courses. The local creators will be encouraged to alert their followers to Flinders University’s treasure hunt across the city, where 15 miniature boxes will be hidden across the CBD containing experiences and prizes.
Chief marketing officer of Flinders University, Bev Bury, said the team were excited to bring its city campus to Festival Plaza in 2024 and open up the possibilities of higher education to even more potential students.
“With this campaign, we really wanted to hear from other fearless South Australians who could inspire that next generation to choose their own fearless journey, whether that be in their course of study, or in their daily life, as well as offering more choice than ever to prospective students with our range of courses and multiple campus locations," said Bury.
CEO and founder of SOCIETY, Dena Vassallo, said the agency loved hearing first-hand from a group of inspirational South Australians on the fearless paths they’ve forged through their careers.
"It’s been fantastic to draw national attention to the world-class higher-education on offer in South Australia, right in the heart of Adelaide’s CBD," said Vassallo.
The campaign will culminate on August 13 at the Flinders University Open Day, where the gold boxes will reappear on North Terrace.
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