Griffith University - ‘Smarter’ campaign

In November 2002, Griffith University launched new advertising designed to rebuild its brand. What followed was an authentic, compelling and unexpected campaign that elevated Griffith from the clear 'last chance' university to an accepted market leader.

Griffith University – 'Smarter' campaign

EXECUTIVE SUMMARY

In November 2002 Griffith University launched new advertising designed to rebuild its brand.

What followed was an authentic, compelling and unexpected campaign, that achieved in just 10 months what no-one had expected; an altered tertiary landscape in Queensland, with Griffith elevated from the clear #3 'last chance' university to an accepted market leader.

By creatively seizing on the brand's core values the campaign gave Griffith a voice it had failed to offer in its previous 30 years, achieving remarkably high recall and awareness and outstanding levels of understanding and acceptance for its messages....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands