Client: The Government of South Australia
Other agencies: Rathbone Digital and Bright Star Digital
Who came up with the idea?
Lorna Gott, Journalista
Daniel Saunders, Journalista
Who signed it off client-side?: Matt Johnson, Deputy Agent General, The Government of South Australia
Who delivered it?
Melissa Hay, The Government of South Australia
Journalista was asked to raise awareness of Adelaide, South Australia as one of the best places in the world to study, with the aim to increase enquiries from British students and drive traffic to Facebook.com/Getmetoadelaide.
The team launched cheeky digital adverts targeting UK students during university clearing with a “New Plan A!”. The focus of each advert was to entice young Brits by comparing cramped UK halls with sun-soaked apartments, surfing and BBQs in Adelaide.
The campaign was timed to provide the UK media with interesting content during a repetitive, annual cycle of news.
A feature with Matt Johnson, South Australia’s Deputy Agent General, appeared on Sky News’ Sunrise, alongside national print coverage in The Independent, The Daily Express and BBC Online and over 320 pieces of radio coverage across consumer and regional radio stations.
The digital adverts achieved 749,000 impressions driving nearly 1,000 UK students to Facebook.com/getmetoadelaide and studyadelaide.com
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