Nominee Submission

International Brand Master

June 2009
 Visual Audit February 2008

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What we found lacking

A distinctive brand language

Efficient marketing processes

A clear brand proposition

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RMIT looks - Glance view of other University comms

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Our core audience in a nutshell

Independent thinkers
who approach life with
a desire to leave their
own original mark

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RMIT’s promise to them

RMIT enables
individuals fulfill their
personal destinies
within a fast changing,
connected world, by
developing creative
minds able to solve
real life issues

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Television Commercial – Launch 01/09/08

RMIT Web Site

YouTube: Social
Networking site

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A test for the new brand system – a TV
commercial

Channel Ten Channel Seven

Australian Idol 2008 Make Me A Supermodel
America’s Next Top Model, Lipstick Jungle
So You Think You Can Dance (US) Ugly Betty
All New Simpsons Heroes
Rove Criminal Minds
Dexter AFL Finals
NCIS
90210 (Series Premier)

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Campaign Summary
TELEVISION
On Air Dates: Week commencing 31/08 & 07/09
Buying Demographic: All People 16-24 years old
(closest measurable demographic for school
leavers)
Secondary – All People 25-44
Durations: 30 second TVC
Appeared on Networks Ten and Seven, as these two networks provided
the highest rating programs for our target demographic.
Negotiated for bonus airtime. Channel Seven guaranteed to place bonus
airtime to the value of $30,000 anytime between the campaign period and
the end of September.
Included exposure of the campaign within all of regional Victoria (excluding
Mildura). It aired exclusively on Southern Cross (Network Ten Affiliate).

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Campaign Overview
Weekly Planned vs. Achieved

wc 31/08 & 07/09

Demo: PPL 16-24
260 246

221
210
210
190

160
TARPS

110

60

10
wc 31/08 wc 07/09

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Feedback from students, graduates and future student

• Awesome! I really like it... its stylish and catchy!

• I love it...its so good:)
• i liked it i am attending this university in a few years
• It captures perfectly what I feel as an RMIT student; that I'm part of a community
gaining knowledge and skills that relate to (and will one day benefit) this fascinating
city. Kudos.
• I think this is quite a beautiful commercial. It excites a mood rather than informs.
• RMIT encourages free thinking and individuality
• I really like it! I loved the greys and red, and the song. It's very relaxed, but presented
beautifully.
• Sophisticated, intriguing, very RMIT!
• its excellent and makes one proud to be a part of RMIT
• I saw the commercial last night while watching TV. It was only at the end when I saw
the RMIT logo that i realised it was an ad for RMIT. I then hoped it would come on
again so I could take more notice. It did, i think it's a great ad. Although i prefer the old
logo ie RMIT University all on the one line.
• nice

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Feedback from students, graduates and future students

• So surprising for that short video clip! Feel like getting more energy...cause I am RMIT
student... ^_*
• Hi, I think that all of the wallpapers are great, in particular I like numbers 2, 3 and 5.
• I have always been proud to call myself an rmit student. I loved the commercial and
added the "I am the author of my own story" wallpaper to my computer, because it is
the most inspiring piece of advice I've heard in a long time.
• That is very great.
• Fantastic! Captures the essence of RMIT beautifully. Proud to be an RMIT student! :)
• Love it. Love it. Love it. RMIT grad 07.
• I am ,Gabriel,an RMIT Old Boys in HK, I like most the AD & wallpapers, the view of
these photos shooting are great. I think it brings impact to people.
• i love it! very well done and clever. good use of red :)
• I have been meaning to write to you to say I think your TV campaign looks great. Very
creative and communicates quite clearly what RMIT stands for.

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MBA Postgraduate Expo: 17 September 2008
Melbourne Town Hall
Banners, printed program
information, TV ad.
33% more Program Guides
were handed out.

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Melbourne Central Billboard Mid Sept – Mid Oct 2008

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 Campus Billboard Metropolitan Ring Road,
Thomastown

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Richmond Station

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RMIT ‘Core’ look - Press Advertisements

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Postgraduate Campaign on Web Site
w/c 6 October 2008

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Start date of implementation
September 1, 2008
• Brand Campaign
September 15, 2008
• PG Recruitment Campaign
November 30, 2008
• All business stationery, and marketing publications and advertising to bear
new visual identity
• All old stationery is to be used as scrap paper or disposed of thoughtfully
• All printed publications bearing superseded visual identity are not to be used
• All exhibition signs are to bear new visual identity
December 31, 2008
• Website consistency between Melbourne and Vietnam – bearing new logo

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