SCAPE LIVING
More than a room: Recruiting students for a ‘Scape’ lifestyle
Key results
new students through social / digital
(14% of students joining in Semester 2)
new students through OOH
(3% of students joining in Semester 2)
The challenge
Scape wanted to drive greater awareness of their brand and PBSA in the domestic market, with lead-generation a key target (10,400 leads).
The goal
We needed to make Scape’s presence visible in locations that were contextually relevant to people aged 18-25.
Secondly, we needed to be disruptive in demonstrating why those people should live at Scape so that they would take the steps to book a lead, take a tour or call/email. Key principles guiding our strategy included: context, balancing brand and activation, and focusing on reach.
The solution
We rolled out a combination of high impact and contextually relevant outdoor, transit and rail ads to drive awareness of the Scape brand. The campaign didn’t just sell a room, but instead sold a lifestyle that would unlock unlimited possibilities.
To drive leads we implemented in-house digital activity and through our media consumption tool Roy Morgan we were able to scope out digital partners whose audiences over-indexed in either the P18-25 domestic demographic or could target the International P18-25 demographic.
OUR CRAFT
We deliver work
that works
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Acknowledgement of Country
We respectfully acknowledge the Gadigal People of the Eora Nation and the Muwinina as the Traditional Owners of the lands on which our workplaces stand to date and extend this respect to all First Nations peoples, including Elders past, present and emerging.
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Level 2, 100 Harris Street,
Pyrmont, NSW 2009
+61 2 9339 4333
hello@orchard.com.au
Hobart
1a Brooke St,
Hobart, 7000 Tasmania
New York
200 Broadway 3rd Floor,
New York, NY 10038
