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Bond is a very different type of University, which gives you the freedom to do things…differently. So, when asked for a campaign to promote their ‘Microcredential courses’, (tiny courses of only a few weeks duration) we saw an opportunity: an ambient campaign in the streets of Brisbane. Because a tiny, microcredentials course can ‘open doors’ for you, we worked with a local artist to create tiny doors and placed them all around the city in high-foot traffic laneways and streets. Each door included a QR code which led to a bespoke microsite where you could apply. During the short month-long campaign period, the doors generated 1.8million impressions, 300% more webpage views, 18min average time on webpages (a 70% increase) and 32% increase in registrations.