Eye Spy: ECU
In 2010, the CBWA Blog is broadening it’s view and will review local work that is notable for whatever reason – good, bad, brand new, long-running, campaigns or one-offs.
Due to some travelling to the eastern suburbs, this is a poster I’ve been seeing a bit of lately – and been bewildered by.
In past years ECU has been responsible for some sparkling, even brave work that set a new standard for university advertising. It created a strong brand and elevated its status amongst prospective students. It also caused the other universities to shake-up their own marketing and saw ECU win CB’s Advertiser of the Year award in 2002. Alas, their latest work suggests they’ve lost some of that maverick quality and retreated to safe, ‘try to appeal to everyone’ territory.
The current strategy is that ECU students are independent andconfident, captured in the over-arching “ECU students speak forthemselves” campaign line (yes, with the clever double-meaning).
That strategy suggests opportunities for some exciting,independent-looking, original work – especially for Communications andCreative Industries, although the campaign covers all faculties.
Instead, in this example we have a photo of a very normal looking girl(the old ‘show the target audience’) and some average art direction.I’ve seen some other executions around the place – large format andAdshels – which are in the same vein.
It’s okay; it’s not offensive at all, just a bit nondescript. And in light of some of ECU’s previous work, disappointing. 3/5
Martin Trevaskis
17 Comments
Great to see the vast majority of the work we produce (i.e. work that the agencies don’t PR) being intelligently critiqued.
3/5? I think you are being very generous. There is less depth to this work than the Rick Hart spot that you gave 2. Both get 0 for ‘creative’. I would give Rick Hart 2 for thinking and I would give ECU 1 (generously). Then I would give ECU a bonus point because they didn’t yell at me. That would be a 2-2 draw in my books.
ECU used to have a great positioning – the un-University. This is something that they have touched on but have never driven home. Looks like they have retreated to the safe, yet ineffective, world of manic smiling students.
Huge missed opportunity.
Ummm.. wow. I didn’t expect that.
Do you think the agency wanted to do this?!
On a more positive note, Maylands shopping precinct is only a thousand meters away from this poster
Speak Up
It’s time to consider creative communications for Campaign Brief comparing copy of a campaign using criticism of a corny concept.
Perhaps slightly judgement on your behalf to describe the quality of talent as “very normal”. Indeed, the entire idea is to communicate a approachable face as a part of the target audience – a young, TEE completing, 17 year old high school student.
To criticise the choice of model is not even relevant to your argument? Yes, the creative lacks depth but when talking to TEENAGERS on what that seem to perceive as the choice that defines the rest of their lives, its hard not to be somewhat bland in communication.
An overuse of creative flair would confuse the simplistic message that ECU offers courses for YOU, whoever you may be. They’re not a creative, masterpiece of a University and that’s not what fresh faced, 17 somethings want to see either.
Know your target audience before YOU, speak for yourself.
Be honest it is crap.
When is the account up for pitch again?
11.59 So it could read as un-Worry and go to an un-University. How un-SGIOish.
Chicken or the egg?
1215,
I don’t think anyone who knows the industry would think that the agency would WANT to produce this sort of work (in fact the agency hasn’t been mentioned at all) but the brand has produced this and spent good money on it in the belief that it would be advantagous to them in the market. I think it is worth discussing this sort of work.
That ‘NORMAL’ looking girl was actually a Miss Universe finalist last year!
What does it matter if she is a ‘very normal looking girl’ as the target demo is potential university students not perfect bikini models! It’s great they have used actual students…I don’t understand why you made that comment!
5.10 you are funny.
You seem to understand 17 somethings so well. If I was looking for a course that could define the rest of my life, I would certainly be after something bland. I mean look at the bands I’d like at Southbound, they were pretty non-descript. I don’t like tattooing my ankle or getting a nose ring and wearing black eyeliner. And I really like Maylands.
I think the ‘ECU students speak for themselves’ idea is good on paper, but the execution is just boring. The radio ads in particular put me to sleep. Personally, if I was 17 again, I think something more aspirational like the campaign Curtin has been running would be more appealing.
2.22pm
Yes, Marketforce have been doing a great job on Curtin recently. Well done the Force. Even as they struggle through the most difficult period in their history they can still produce great work
8.19
Are you sure Marketforce have the Curtin account?
I’m a bit confused. Is the young ‘everywoman’ not a perfect bikini model or is she a potential Miss Universe? Well anyway, it’s irrelevant because it’s not the person I have an issue with, it’s the way she’s been shot. So I should have been clearer and said the way she has been photographed is ‘very normal’.
I don’t know whether that’s down to the client, the agency or the photographer (unlikely I’d have thought) but it’s just a very bland and frustratingly – given the faculty being promoted – un-creative pic. Surely a course in Communications and Creative Industries should look a little bit more exciting.
As it is, it just seems a bit lazy.
Martin Trevaskis
Great ad for APN outdoor. One of their few sites in Perth that is no obscured by powerlines, barb wire fences, overhanging tree branches or covered in graffiti.