Real Stories Enrolment Advertising Campaign
Kangan Institute is one of the largest and most trusted education and training providers in Victoria.
As a result of significant change to the funding of TAFE institutions to operate the programs of study, a new, more business-like approach had been adopted at Kangan. Our brief was to work with the newly appointed Marketing Manager on an idea that she had developed and to roll it out across all mediums.
The campaign was called ‘Real Stories’ and it focused on a group of four students that had each overcome significant adversity to land at Kangan where they’d found a place to ‘fit in’. The campaign included a series of videos and an exceptional TVC that were all planned, shot, edited and produced by the very clever lads at Commoner. The overarching idea and campaign was then rolled out across cinema, in-cinema interactive displays, print, online and via a social media competition.
The aim of the campaign was to generate interest in enrolments for the January/February intake. Suffice to say, the results were well above expectations and enrolments were up over the previous year.