Massey University’s new recruitment campaign breaks the sector’s advertising genre of skyward-looking students. The campaign launches with a new creative platform, developed by FEDERATION, anchored with a fresh, unpolished authenticity.
The insight for the campaign was formed during a visit to Massey’s three campus locations in Palmerston North, Wellington and Auckland to hear from students themselves, exactly why they chose Massey.
Says Tony Clewett, chief creative officer, FEDERATION: “The Massey team threw open their doors for us to korero with students from every college. What they prized above all else about Massey was its authenticity, which for them is unique in a world of try-hard. The university recruitment genre traditionally features the cliché of skyward gazing students with lofty quotes for overachievers. We promised the students we wouldn’t go there. Massey wanted to cut away from the pack, opting for originality with the new brand platform ‘success from a thousand little moments’, bringing to life the mahi of student life at Massey.”
Says Elizabeth Beatty, managing partner, FEDERATION: “With three campuses, five colleges, the most ethnically diverse student body in New Zealand, and over 50% of students undertaking distance learning, we wanted that single, unifying insight. And it was clear. The personalised approach that Massey takes makes it unanimously loved.”
Says Ruth Mackenzie, director, marketing, recruitment and alumni at Massey: “We’re thrilled with the campaign. It’s totally unique and embodies what makes Massey great for our students, from the everyday experience they love, all the way through to how we support their individual journey towards success.”
Chief Creative Officer: Tony Clewett
Account Director: Kate McRobie
Strategy: Emma Fern, Rongopai Stirling-Maxwell, Inia Maxwell
Managing Partner: Elizabeth Beatty
Account Director: Monica Wales
Deputy Vice-Chancellor Students and Global Engagement: Tere McGonagle-Daly
Director, Marketing, Recruitment and Alumni: Ruth Mackenzie
Marketing Manager: Debra Ramsay
Marketing Manager: Heather Crichton