Edith Cowan University students ‘get ready’ in brand new campaign via 303 MullenLowe, Perth

Launching last night, Edith Cowan University (ECU) has unveiled a new brand platform called ‘Get Ready’, which highlights how the university prepares its students for success.

Created by 303 MullenLowe in Perth, ‘Get Ready’ features a cast of more than 50 past and present ECU students across radio, outdoor, print, online and social channels, while two TVCs feature performers from ECU’s Western Australian Academy of Performing Arts (WAAPA) and current academics.

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“The environment facing today’s graduates is incredibly dynamic and competitive. We knew we needed to provide prospective students with tangible proof as to how an ECU education would best equip them to thrive regardless of the challenges they encounter,” says John Linton, Senior Strategic Planner at 303MullenLowe Perth.

Shot entirely in first-person perspective, the campaign gives prospective students a sense of ECU’s hands-on approach to learning. Whether it is nursing or sports science, teaching, engineering, science, business, computing or broadcasting, students are shown confidently tackling tasks thanks to the skills and knowledge they’ve acquired at ECU.

“We wanted to represent each of ECU’s Schools by featuring real students and graduates. In the end, we recruited four ECU academics, 14 WAAPA students and over 50 current and past ECU students. They bring a touch of authenticity to the campaign and also communicate the diverse learning opportunities available,” says Todd Baker, Business Director at 303 MullenLowe Perth.

“We asked 303 MullenLowe to create a campaign that adds weight to the idea that ECU is ‘how university should be’. The courses we offer are developed in consultation with industry and recognised all over the world, which means our students gain skills that are relevant to their future career. It’s an important differentiator, and 303 MullenLowe has done a brilliant job of creating a campaign that brings this to life across all of our Schools,” says Debbey Jones, Marketing Manager at ECU.

‘Get Ready’ will appear across a wide range of mediums, including TV, press, radio, cinema, outdoor and digital, including 45 print executions alone, to promote the wide range of ECU courses.

The university celebrates its 25th anniversary this year and was recently named in the 2016 Times Higher Education (THE) 150 Under 50 rankings of universities aged under 50. ECU was also awarded a five-star rating for teaching quality from The Good Universities Guide for seven years in a row.

ECUgetready.com.au

Client: Edith Cowan University

Sound Engineer: Brad Habib (Soundbyte)