Cliché clampdown

AUCKLAND, Today: Federation’s new recruitment campaign for Massey University breaks the sector’s advertising genre of ‘skyward-looking’ students. The campaign launches with a new creative platform “anchored with a fresh, unpolished authenticity”.

Chief creative officer Tony Clewett said: “The insight for the campaign was formed during a visit to Massey’s three campus locations in Palmerston North, Wellington and Auckland to hear from students themselves, exactly why they chose Massey.

“The Massey team threw open their doors for us to korero with students from every college.

“What they prized above all else about Massey was its authenticity, which for them is unique in a world of try-hard. The university recruitment genre traditionally features the cliché of skyward gazing students with lofty quotes for over-achievers.

“We promised the students we wouldn’t go there. Massey wanted to cut away from the pack, opting for originality with the new brand platform.”

We promised the students we wouldn’t go there. Massey wanted to cut away from the pack, opting for originality with the new brand platform ‘success from a thousand little moments’, bringing to life the mahi of student life at Massey.”

Federation managing partner Elizabeth Beatty said: “With three campuses, five colleges, the most ethnically diverse student body in New Zealand, and over 50% of students undertaking distance learning, we wanted that single, unifying insight.

“And it was clear. The personalised approach that Massey takes makes it unanimously loved.”

Massey director (marketing, recruitment and alumni) Ruth Mackenzie said, “We’re thrilled with the campaign. It’s totally unique and embodies what makes Massey great for our students, from the everyday experience they love, all the way through to how we support their individual journey towards success.”

CREDITS

Agency: Federation:
Chief Creative Officer: Tony Clewett
Account Director: Kate McRobie
Strategy: Emma Fern, Rongopai Stirling-Maxwell, Inia Maxwell
Managing Partner: Elizabeth Beatty
Rocket: Account Director: Monica Wales
Client: Massey University:
Deputy Vice-Chancellor Students and Global Engagement: Tere McGonagle-Daly
Director, Marketing, Recruitment and Alumni: Ruth Mackenzie
Marketing Manager: Debra Ramsay
Marketing Manager: Heather Crichton