Monash University: Your Name Goes Here

Credits & Description:

Client: Monash University
Agency: Y&R Melbourne, Australia
Entrant: Y&R Melbourne, Australia
Idea Creation: Y&R Melbourne, Australia
Production: Airbag Productions Melbourne, Australia
Music Artist/Title: Http://www.awardurl.com/yourna...
Executive Creative Director: Jake Barrow (Y&R Melbourne)
Chief Creative Officer: Josh Moore (Y&R)
Senior Copywriter: James Wills (Y&R Melborne)
Senior Art Director: Shane Dawson (Y&R Melbourne)
Group Account Director: Matthew Hunt (Y&R Melbourne)
Account Manager: Sarah Wood (Y&R Melbourne)
Senior Producer: Zoe Rixon (Y&R Melbourne)
Senior Strategist: Christine Okeefe (Y&R Melbourne)
Director: Travis Hogg (Airbag)
Producer: Nick Venn (Airbag)
Website URL: http://www.awardurl.com/yourna...
Describe the campaign/entry:
We renamed a whole university after exceptional high school students. The best academics from Monash University have campus buildings named after them, immortalizing their legacies. So, we did the same for the next generation. Just 24 hours after they received their final school results, they were emailed a unique video of the Monash campus that showcased their name on a building. This was their personal invitation to accept their scholarship.
Creative Execution:
498 unique videos were created, emailed, viewed and shared in just 24 hours. On the morning the students’ results were released, we targeted the top 1% with their own unique videos. Every name was built in Nuke 3D software and placed on its own building to look lifelike. It was then placed in a unique edit timeline. The videos were then emailed directly to each student in a custom-built EDM. The whole process was streamlined by creating purpose-built code, and the result was seamless.
498 videos were edited and emailed in just 24 hours. We achieved a 100% click-through rate, a 76% share rate and over 200,000 views. Most importantly, Monash University received the highest number of scholarship acceptances in 56 years.
This strategy was based on acquisitions. While other universities send letters of offer in the mail, we did something different and more personal. We showed the top 1% of high school students they can reach their potential at Monash University by sending them each a unique video with a Monash building named after them. This was a different strategy for the category and inspired students in a new way, achieving results that far exceeded any previous scholarship campaign.