You can be quirky. You can be fun. You can be everywhere.
But when it comes to attracting students, size and style aren’t always relevant – it’s strategy that matters.
Deakin University have been known for investing strategically in advertising for a couple of decades, but this year’s entry for the Best University Marketing Campaign 2025 is an outstanding addition to the University’s repertoire.
See the Wonderful Possible: A campaign that created demand by Deakin’s Brand and Marketing Communications Team has been shortlisted for this year’s Best University Marketing Campaign 2025.
The campaign built on market research which showed a persistent halo effect (perception of quality fuelling demand) relating to the University of Melbourne and Monash. To cut through, the team decided it needed to tell a story that brought together two key pillars of the Deakin brand – outstanding education and real-world brand impact – in one campaign: See the Wonderful Possible.
Content featured campus settings for the first time, building a relationship between the audience and campuses, with scientific method underpinning each stage of the creative process to match content with audience need.
The campaign resulted in a 31% increase in consideration of Deakin by prospective students and most significantly a 67% reduction in rejectors (people who get an offer from Deakin but choose another university or life option). Most importantly, the campaign enabled a 23% rise in enrolments for Deakin after seven successive relatively flat intakes.