The Box

Agency The Brand Agency
Advertiser Curtin University of Technology
Author Meredith Simpson, Co-Author- Paul Yole
Total Campaign Expenditure $1 - 2 million

Innovation is the introduction of something new and useful. This is the story of how innovative thinking reversed a disturbing decline in market share and gave young people the tools to help with one of the biggest decisions of their lives.


There are four public universities in Western Australia, who compete fiercely for their share of high school graduates each year. The University of Western Australia (UWA) and Curtin University of Technology capture over two thirds of this market and compete directly for higher achieving students, as defined by their university entrance scores. Over the last three years, UWA has had the highest ‘cut off’ score (80 or above) and Curtin the second highest (70 or above).1