Special Group shares creative insights into one of their most innovative campaigns of the past year, its brand campaign for Unitec.

In a paradigm-changing strategy three Unitec students were followed (and filmed) throughout the year. Their progress was documented, warts and all, and formed TV and online content that was used as TV commercials, and at the end of the year a one hour documentary that was screened on TV3 and FOUR. The campaign “Change Starts Here” is credited with driving a 50% increase in awareness, and a 20% increase in enrollment on the previous year.

About the speaker

Michael has spent the past two decades helping build New Zealand’s best brands at Colenso BBDO and Saatchi & Saatchi. He joined new start-up creative company Special Group in 2009 as managing partner, and has helped drive its success as New Zealand’s fastest-growing agency (and the country’s 16th fastest-growing company). Over the past two years Special has won 9 BEST design awards and 12 gold AXIS advertising awards, as well as the prestigious Cannes Lion Grand Prix for the best direct campaign in the world in 2010.

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