DPR&Co was briefed to deliver Box Hill Institute’s 2022 broadcast brand campaign.
Research shows that in the TAFE category, brand perception accounts for 42% of overall consideration. Our key task then, was to create an emotional connection to generate awareness and consideration. BECOME needed to be framed as something unique to BHI – the promise of a high-quality educational experience and outcome.
Another important consideration: TAFE courses are beginning to be considered as genuine alternatives to university courses, with many graduates reporting higher incomes and greater job satisfaction. DPR&Co responded with a highly engaging and emotive campaign that not only stands out from other TAFEs, but that also challenges the uni sector head on.
School leavers, career changers and up-skillers. Parents and influencers. Employers.
Free-to-air TV, catch up TV, radio
30 & 15 second TVC, 30 & 15 second radio
Campaign launched February 2022. Results TBC.
We exist to make a difference through the power of ideas. We’re driven to create world-class creative and digital campaigns to help you achieve your vision of success, whether that’s brand awareness and health, audience behaviour change, customer engagement, lead generation or sales growth. Our work deploys across digital, broadcast, trade, direct and experiential media channels.
