Where all Minds Collide

Background

The University of Melbourne was more than just a place that you or your children might attend for higher education. It's an institution that facilitated the coming together of the best and brightest thinkers to create real world discoveries that matter. The Melbourne Curriculum allowed for this type of collaboration across faculties and within disciplines. Research showed that the notion of 'Collisions' within the University as a spark to create something unexpected was compelling.

Idea

Following a significant deep-dive into the existing research three key issues were identified that needed attention: i) The category had caught them and their work no longer led ii) There is an issue of relevance for a lot of people iii) They had failed to build a global profile. To address these issues, a comprehensive strategic approach was developed. Through this process, it was uncovered that the university had to be very wary of talking about the proof points that made it the number one university within Australia – the balance between attracting the elite and being the elitist was identified as the core brand tension. The relevance here is that there was a clear difference about what we could say, versus what others could say about them. Furthermore, the task was to raise the profile of the universities research within the community – there was little to no relevance for the institution in the broader lives of Australians. The result of this work has seen perhaps one of the most exciting ideas and completely integrated channel plans recently launched – 'Where Great Minds Collide'. The campaign includes social and digital media, cinema, TV, print, outdoor and a content partnership with the Guardian.

Results

The campaign was featured in The University of Melbourne main web page

The 60 seconds brand ad has received 304k views on Facebook and 280k views on Youtube.