Deakin University: VCE Stress Break: How a social strategy of mischief and mayhem attracted unprecedented attention and reduced stress amongst ‘freaked out’ year 12 students

This case study demonstrates how Deakin University, one of Australia's most innovative universities, used an unorthodox strategy of mayhem and mischief, to become a top of mind among Year 12 students during the study week before final high school examinations.

Deakin University: VCE Stress Break: How a social strategy of mischief and mayhem attracted unprecedented attention and reduced stress amongst 'freaked out' year 12 students

Michaela Futcher and Andrew Reeves

Campaign details

Brand: Deakin University - School Leavers/UndergraduateBrand owner: Deakin UniversityLead agency: The RoyalsCountry: AustraliaIndustry: Educational, universitiesChannels used: Email marketing, Online video, Outdoor, out-of-home, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

In October 2015, we locked a robot, ghost, hot dog and a sloth in a studio for a week, armed them...

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