University of Otago
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Results
The University of Otago partnered with VDX.tv to increase awareness of its Science programs and drive applications for priority departments using a highly targeted, video-driven campaign. The campaign was designed to engage prospective students with interactive creative elements and compelling messaging utilizing a cross-screen approach across CTV, desktop, mobile, and Digital-Out-Of-Home (DOOH). By combining innovative ad formats with strategic audience targeting, the University saw success highlighting its unique offerings and encouraged students to take the next step in their academic journey.
Overview
The University of Otago, a public research collegiate university based in New Zealand, aimed to raise awareness for its Science programmes and increase applications for priority departments – specifically Food Science, Surveying and Human Nutrition. Partnering with Mindshare and VDX.tv on an interactive video-driven, cross-screen campaign to engage potential students and drive applications in the programmes listed above, as well as Psychology.
Campaign Overview
To promote the institution’s Science programmes and capture the attention of prospective applicants, the University of Otago launched a high-impact video campaign across CTV, desktop, mobile and Digital-Out-Of-Home (DOOH) screens. VDX.tv’s TV Magnify, Video Magnify, and DOOH Solutions enabled the University to maximize reach and deliver cohesive messaging and branding across any screen.
Within the ad unit itself, bold video creative and interactivity played a significant role in educating audiences about the University’s offerings. The video immediately captured attention with the message “Down for shaping the future, sustainable solutions & tackling pollution?” which sparked interest in the University’s Science programmes and set the stage for prospective students to want to learn more.
To ensure that the ads were reaching prospective applicants and their circle of influence, the campaign targeting strategy employed a combination of channel targeting, behavioral targeting, contextual targeting and lifestyle targeting.
Results
The University of Otago’s campaign with VDX.tv was successful in raising awareness and droving applications for priority departments through a video-driven, cross-screen approach. The campaign generated 68K CTV views and 410K magnified impressions, with a 7% engagement rate on CTV and a 1.3% click-through rate on Video Magnify. Additionally, 40.1K+ views were achieved through Digital-Out-Of-Home (DOOH) placements. By leveraging bold creative, interactive features, and strategic targeting, the campaign effectively engaged prospective students and reinforced the University’s key differentiators.
Creative Features
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