The Australian National University’s School of Culture, History and Language wanted more people to enrol to study some of the less commonly taught languages they offer.

Market research demonstrated that the main drivers to study a less commonly language were a heritage / family connection or people working in those countries.

We developed a digital campaign that demonstrated the higher level benefit of knowing a language – to see and experience a culture beyond the superficial.

With COVID limitations which prevented filming, we took the opportunity to use clever copywriting and beautiful typography to tell the story.

The campaign was live on Catch Up TV, and social media with a social media engagement rate of 15% (industry average 2%), with the College receiving a significant uptick in enquiries for enrolment.

Campaign Edge is currently working on the next version of this successful campaign.