With this campaign, Chisholm is answering the real human need of its prospective students: to discover and pursue their life’s calling. The campaign launched with outdoor, radio, digital and social, followed by cinema, TV and OLV.
In mid-2017, Chisholm faced:
• softening enrolments due to uncapping of university placements
• a sector increasingly seen as ‘education of last resort’.
• competitors outspending Chisholm by factors
• brand and share-of-voice decreasing
We needed a communications solution that could address the above with brand and tactical communications, across all media.
Our idea was informed by an IPSOS study that showed that high levels of engagement in one’s work is a key contributor to almost all measures of happiness and contentment.
This led to:
Our strategic positioning: Be one of the fortunate ones who do what calls you, not what befalls you.
Our campaign positioning: Chase Your Calling. Chisholm.