The St John’s Anglican College campaign was built around leadership. The creative sought to leverage this fundamental theme, creating a year long, multi-channel push.
The campaign was spearheaded by a 45 second commercial, “Growing Into Leadership”, produced with the big screen in mind. This commercial ran in geographically selected cinemas before family friendly movies, and a tailored version ran on digital billboards in foyers at multiple locations.
The story of the commercial, showing a St John’s student from prep through to graduation and beyond, was expanded upon in a series of four short films tracking each leg of the journey, which were released online. The main video series was supported with multiple additional videos peppered throughout the year.
The visual elements and themes from the commercial were carried through print and onto bus stops and strategically selected billboards, maximising exposure and reach.
All channels were designed to drive traffic to a custom built landing page, through which prospective parents could have access to additional information, and begin the enrolment process.