badc

When the world zigs, zag. In the microcredentials marketing playbook, there’s really only one move – and that’s to use search and programmatic to target potential students by study area. There’s nothing wrong with this data-led approach, but Bond wouldn’t have a chance against the muscle of the competition. We needed a contrarian strategy. Because tiny, microcredentials courses can ‘open doors’ for you, we worked with a local artist to make tiny doors and placed them all around the city in an integrated media campaign. The smaller-than-life doors were placed on high-foot traffic laneways and streets around Brisbane, and supported by OOH, Paid Social and PR. 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.