Case Study
“Urban Planning - A Career That Makes An Impact”
CLIENT: Planning Institute of Australia
Enrolments in urban planning curses were dropping, and awareness among 13–24-year-olds was almost non-existent.
So we flipped the script. Instead of talking at young people, we built a youth-first digital journey that let them see themselves as tomorrow’s city-shapers. At the heart was an interactive quiz and school-presentation sign-up, housed on a bold new Become a Planner website.
The look and feel was more gaming than government, with fast-paced vertical video, and aspirational headlines that spoke in their language.
- Buzz before launch: organic teasers lit up curiosity and created FOMO.
- Four-week paid blast: TikTok, Snapchat, Meta, YouTube, display and search — meeting young people exactly where they scroll.
- Creative built for speed: vertical edits, kinetic text, bold colour pops — all designed to stop thumbs mid-scroll and make planning feel powerful, future-focused, and cool.
30s Positive TVC
We developed an integrated TV and digital campaign achieving –
RESULT
15,263 total sessions (+500% on pre-campaign baseline)
RESULT
3,141 quiz completions – 51 % conversion rate
RESULT
36 school-presentation requests from teachers nationwide
