Media students provide creative input for new university campaign

Monday, 22 May 2006

University of Adelaide media students have been putting their learning to the test by providing 'Reality TV-style' creative input for the University's new web-based marketing campaign.

Bachelor of Media students studying video production have produced 12 short films about students, researchers and lecturers at the University to provide a student view of what life is like at university, filmed in hand-held 'handy-cam' camera style.

The films are part of a new website http://www.adelaide.edu.au/lifeimpactoncampus/ launched this week. Feedback from this site will help identify which films should be developed into broadcast television commercials.

Other Media students, doing multimedia production, have contributed to the design of the website and assisted with film shoots and documentation. They will run a feedback site managing chat about the films, student life and the University, as well as promote the website through 'viral' networking.

Media student Tamas Major wants to work in film or television when he graduates: "I've never worked on a commercial production before. It was a real challenge to get specific messages across, while still maintaining a narrative in just 30 seconds. It was a great opportunity to get some industry experience."

Tamas' short film features first-year International Studies student James Yong. He advertised for students to take part in his film with a flyer campaign and received 70 applications to take part in the audition selection process.

"I wanted to keep it as real as possible," said Tamas.

Student Katie Shriner acted as Production Manager for the project and said the opportunity to work for a real client was invaluable experience.

"I think this campaign will appeal to other young people because the whole project is a reflection of us, the students," Katie said. "Everyone has worked together to present an idea of what university is like, it's a real student perspective for potential students."

Bachelor of Media Course Co-ordinator Teri Hoskin said: "The project has given the students the opportunity to get a taste of working for a client - which means performing miracles in tight deadlines. They have produced these videos and the website in just eight weeks and now they will promote the campaign using email networking which is integral to youth communication."

The University's Director of Marketing and Strategic Communications, Mr Michael Neale, said: "The University's Life Impact brand advertising campaign has been very successful over the past few years but we did not want to be complacent. We wanted to move forward with the concept, finding a new and creative way to make Life Impact even more relevant to a younger audience. We also wanted people to see what university life was really like from the perspective of the students. The students have worked very hard and done a fantastic job."

Related Links

Innovative plan to lift university participation
http://www.adelaide.edu.au/news/news12021.html

Life Impact on Campus
http://www.adelaide.edu.au/lifeimpactoncampus/

Adelaide's impact branded a success
http://www.adelaide.edu.au/news/news1981.html

Ad campaign makes an impact
http://www.adelaide.edu.au/pr/publications/adelaidean/2003/issue9/page3/

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