Winner Profile

Torrens University Australia, Billy Blue College of Design, Unbnd, SomeOne and VCCP

Start Your Adventure AR

TikTok

Campaign Overview

Every university has a Course Guide, spouting claims of industry connections, world-class alumni, and state-of-the-art courses. A 150-page PDF for an audience with an average attention span of 8 seconds.
When Billy Blue College of Design at Torrens University Australia started work on its 2020/21 Course Guide, it decided to do things differently, with the aims of connecting with its audience in a fresh, unexpected, and exciting way; repositioning Billy Blue as the place to study design and creative technology; and showcasing the depth of our industry connections and the talent of our students and alumni from across the globe.

Based on research showing that 43 per cent of high school students don’t know what they want to study when they leave school; that future creatives want to be shown not told; and that the ultimate source of inspiration is from ‘people like me’ – real peers, not the typical influencer, they decided to augmented the traditional printed Course Guide with an immersive webAR experience. A great idea any time, but during a pandemic, with physical interaction limited, an idea of its time.

The tap-to-place experience built using Zappar webAR saw users tap their Android or iOS devices to see a signpost erupt before their eyes, the start of their adventure into design and creative technology. Billy Blue himself then guides them to explore the five unique ‘worlds’ of Fashion, Digital Media Design, Creative Technology, Graphic & Communication Design and Interior Design.

Each world came to life through the power of augmented reality, inspired by and featuring the work of current students and alumni, the university’s most prominent industry connections and, most importantly, a glimpse of where an adventure with Billy Blue could take you. The experience was activated through the cover of the printed Course Guide; OOH panels and hero sites; and a dedicated campaign micro-site

The integrated experiential campaign launched in December 2020 and ran for nine weeks, including OOH across Sydney, Brisbane and Melbourne CBD, with each placement featuring a QR code to access the experience. There were also TikTok influencer posts and a paid TikTok campaign; plus organic digital and social.

The campaign delivered over 30,000 unique engagements with the AR experience – six times the average amount of PDF Course Guide downloads normally seen in the same period. There were more than 1,100 scans of the OOH campaign, with users returning up to 15 times to continue exploring the AR worlds. And 13m impressions from the paid and influencer campaigns on TikTok. More importantly, the University exceeded its February 2021 enrolment target by 20 per cent.

A deserved winner of the Most Effective TikTok Campaign Award, this campaign also won the Most Effective Augmented Reality/Virtual Reality Campaign category and the top honour, the Grand Prix Award.

Judges’ View: “Brilliant. Incredibly innovative. A great example of meeting your audience where they are and speaking to them how they want to be spoken to.”

Category

Most Effective TikTok Campaign

Winner

Torrens University Australia, Billy Blue College of Design, Unbnd, SomeOne and VCCP – Start Your Adventure AR

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