Deakin Open Day

We partnered with Deakin’s digital team to make the Uni’s 2014 Open Day its best on record. In addition to an award winning site and companion app for the day, we took prospective student engagement to new heights with ‘Super Happy Prize Time’; a social activation that played out across a 15 screen mega wall, clocking tens of thousands of plays and an average engagement time of 42 minutes.

MELBOURNE DESIGN AWARDS GOLD: MARKETING - BRANDED EXPERIENCE
AMIA FINALIST - BEST DIGITAL ADVERTISING OR COMMUNICATION


A university’s Open Day is the biggest day of the year and its best chance to attract new enrolments. Deakin knew that to differentiate themselves, they needed to engage and appeal to a tech-savvy audience.

We were engaged to make Deakin University’s Open Day the best one on record. Our aim was to use digital to ensure that all prospective students came away with Deakin as their first preference.

In order to achieve this, we created a fully responsive, beautifully designed website that had mobile users at its core. The focus of the site was to arm prospective students with everything they needed to know before heading to Deakin Open Day. The site had information on each campus, every session and plenty of content about what to expect, making it a no brainer to attend.

With so much going on during Open Day and information needing to be at people’s fingertips, we also produced an iOS and Android app that allowed students to intuitively plan their day, stay up to date with events and follow an interactive map around campus.

To really set Deakin apart and build the type of buzz that would get even the most savvy audience engaged, we created an interactive, socially charged activation. As the name suggests, Super Happy Prize Time was the ultimate game for prospective students who used their phones to interact with a 15 screen megawall by logging in with Facebook and entering coordinates to win a range of great prizes including Deakin merchandise.

Deakin Open Day was the best on record, attracting over 15,000 prospective students and over 100,000 interactions across all three digital platforms.

Engagement levels on the day were off the charts. The average time spent playing Super Happy Prize Time was an incredible 42 minutes, resulting in over 33,000 guesses and a huge buzz across Deakin’s social media properties on the day. We were also able to demonstrate to prospective students, in no uncertain terms, that Deakin is excited by and committed to technology and innovation.

Since Open Day, Super Happy Prize Time has also picked up a Gold Melbourne Design Award and been nominated as an AIMIA finalist.

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