Challenge

Melbourne Business School were looking to increase awareness of their Master of Business Analytics program and fill information sessions, with the ultimate goal of attracting 100 quality applicants to fill the 40 available places.

Solution

Our Roy Morgan and Radian6 demographic and social insights highlighted that the audience spent a lot of time online. Their weekday travel habits also revealed that they are heavily exposed to out-of-home/outdoor formats.

With this in mind, we executed an integrated campaign across online and outdoor executions.  The campaign asked thought-provoking questions and encouraged our ‘curious by nature’ target audience to head online to continue the conversation and learn more about the Master of Business Analytics program.

Results

After just five weeks the campaign had already surpassed the initial goal of 100 applicants, with over 150 quality applicants – ensuring all available places were filled. The information sessions proved so popular that an extra session had to be added to cope with demand.

The campaign also attracted corporate attention with AT Kearny, Woolworths and CUB coming on board to sponsor scholarships.

Sphere was later appointed across the entire Melbourne Business School portfolio, based in part on the success of this work.