Made By Me
University of New South Wales
Issue 41 | December 2016
Agency
TBWA\Sydney
Creative Team
Executive Creative Directors Wesley Hawes Gary McCreadie Creative Director Craig Brooks National Creative Director Russ Tucker Writer Chloe Saintilan Art Director Andrew Torrisi
Production Team
Managing Director Nitsa Lotus Group Account Director Erin Kelly Senior Account Manager Alex Stickler Campaign Manager Dave Matthews Senior Planner Maria Gioffre Planning Director Annabelle Rogers PR Agency FleishmanHillard Senior Account Director Camilla Jury Account Manager Kate Scanlon Account Executive Michelle See-Tho
Other Credits
Client Manager Dr Alex Bannigan Student Recruitment Officer Sandra Harrison Production Company Finch Director Luke Bouchier Digital Producers Johan Risselborn Kristoffer Magadia
Date
July 2016
Background
Engineering suffered from a major perception problem that it was a "man's world" with the sector often portrayed as one of dust, hard hats and building bridges.
It was no surprise that it was not seen by many young women as an exciting potential career.
Despite the fact that this target audience was notoriously hard to reach, the task was to inspire more young women to choose to study engineering at the University of New South Wales.
Idea
The insight was that young women weren't enrolling as engineers because they didn't know what engineers actually do. So the idea was to show them engineering was all around them.
Instead of a boring pamphlet, a music video was created "People Grinnin'", the new single from Grammy award-winners NERVO. Throughout the video, fans were encouraged to click on everyday objects like mobile phones and shoes to discover how their favourite things were designed and created by engineers.
Depending on what they clicked on, relevant engineering courses were delivered to them. By simply connecting engineering with the interests of the target audience and by doing it in an exciting way, Made By Me inspired teenage girls around the globe to consider it as a career.
Results
114 pieces of coverage were generated, all positive, delivering 259 minutes of airtime on TV and radio, 111 of which named the campaign and quoted a university spokesperson, getting the message of diversity across loud and clear.
A global audience reach of 63,230,135 was secured.
Digital display led to 759,629 impressions with 2,123 clicks to the microsite where average dwell time was one minute 37 seconds
Our Thoughts
I sometimes say to creative people in ad agencies, "There's good news and there's bad news about the digital revolution. The good news is your creative work has to be fantastic. The bad news is your creative work has to be fantastic."
Anything mediocre or clumsy stands no chance at all, particularly with Gen Z. They are brilliant at avoiding anything that smells anything like advertising.
Now this is fantastic. Finding two engineers who just happen to be ultra-hip musicians was a good start. Just letting people know Mim and Liv Nervo were engineering grads would have been something of an eye-opener but getting them to turn their next video into an ad was pretty cool. And getting Sony to launch the video globally was smart.