The University of Ballarat launches new campaign aimed at year 12s via Cubed Communications

Independent Melbourne agency Cubed Communications have just released another integrated media campaign for the University of Ballarat, this time for the University’s Info Day on 19th December.

On this day, year 12 students can find the advice they need to change their preferences, and in the process change unsure to sure.

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The University of Ballarat knows results time is not only nerve-wracking for students, but confusing as well. And when results aren’t what students expected, it throws carefully chosen course preferences into disarray, leaving them unsure about what to do next.

This insight drove Cubed to create a campaign around ‘the soundtrack to being unsure’ – a familiar series of ‘uhhs’, ‘umms’ and ‘dunnos’.

The campaign starts with a TVC that features intimate portrayals of decisively indecisive students. With the help of the University’s Info Day, the students change from being visibly unsure into being resolved and sure.

Says Phill Crone, manager of marketing & communications at the University of Ballarat, feels the campaign really hits the mark.

Says Crone: “When things don’t go to plan in terms of results, it can really alter the direction of young people’s lives. This campaign helps students feel more comfortable with the idea of change, and to consider UB as an option, which they may not have before.

“Our Info Day helps them start with making a whole new set of decisions, and to feel confident about what they’ve chosen and ready to face the next step.”

Says Bruce Williams, Cubed creative director: “We set out to take away the scariness and uncertainty surrounding such a big decision, and to put a positive spin on it. This campaign shows potential students that they’re not alone, they’re not the only ones thrown for a loop by their results, and that it’s totally ok to feel unsure.

“The out take was that by attending UB Info Day students will feel not only sure, but great about changing their preferences.”

The TVC was created by SceneOn, led by brothers Trevor and Matt Holcomb. This is the fifth ad created by Cubed and SceneOn together for the University of Ballarat. The campaign also includes radio, online and print and will run until December 19.

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