02
Nov


Brand Experiences

Study Adelaide viral campaign

Study Adelaide promotes the benefits of studying in Adelaide to overseas students. Study Adelaide represents a wide range of educational institutions including the Darren Lehmann Cricket Academy. Darren Lehmann is a popular Australian cricket player, particularly in India; you may also know him as Boof.

Challenge
To coincide with the Australian cricket tour of India, Study Adelaide wanted to create a viral campaign with some footage of Darren playing cricket on Adelaide oval with students from India.

The idea was to send out seed emails at the time of the tour that linked to the footage. The footage would entertain his Indian fans while promoting awareness of his academy and Adelaide as a study destination. We were engaged to create the viral campaign before the tour commenced.

Solution
The original footage needed some work. Logos were updated, we tightened the editing, added a sound track and sound effects to make it more engaging. We did such a great job we were asked to include three more short clips that contain cricket tips. We created a webpage for the footage and branded it in keeping with Study Adelaide’s identity, linking to it from their homepage.

We incorporated a tell-a-friend form into the page, enabling the footage to spread amongst fans and a check box can be ticked if viewers want information regarding educational and migration opportunities.

Results

  • Narrow target audience reached with 400 hits within first two weeks of launch and 180 views on You Tube.
  • A lot of our University partners have been really excited by the campaign and delighted that we are trying something different. It really does look great and you did a fantastic job at pulling it all together on time.”- Danielle Jervis – Marketing coordinator Study Adelaide.

View Boof footage

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