We were tasked with launching a bold, differentiated brand position for Unitec. By embracing their immersive education experience that blends theory with real-world application, we created a point of difference which became Unitec’s rallying cry to the market – ‘Think. Do. Unitec’.
We challenged category norms through a digitally-lead strategy and creative executions that delivered more relevant, engaging customer journeys and amazing results.
The three-phase, multi-year ‘Think.Do’ campaign began with tackling course availability, always the primary consideration and we promoted the ‘Think.Do’ approach alongside the breadth of Unitec courses.
Phase two challenged perceptions by communicating Unitec’s teaching methods, because everywhere ‘Looks like a classroom to us’. In a cluttered category, with a history of very traditional communications, these two phases repositioned Unitec.
The ambition for phase three was to realise a true ‘challenger’ positioning in the category.
We set out to prove the unmatched value of ‘Think.Do’ as an educational approach by doing the unthinkable - we handed over responsibility for this phase to the students themselves, with the results demonstrating ‘Unitec in Action’. This showed not just faith in the ‘Think.Do’ ethos, but what it means, and the value it has in practice.
Alongside industry experts the students brought the campaign to life creating a pop-up store to and dispensed their own range of delicious craft Maori-inspired sodas at key outdoor events across the summer. The concept literally took ‘Think.Do’ to the people.
The end results were remarkable, not only exceeding the KPIs but also achieving deep engagement. They generated national interest appearing on TV during One News and also received multiple enquiries about stocking the soda range. They are now developing a marketing plan for the sodas including an IP assessment.
The credibility of ‘Think.Do’ was tested and proven, with people seeing and tasting the results for themselves.
The campaign incontrovertibly demonstrated the validity and value of Unitec’s approach to learning.