Case Study – Monash Eco Cutlery Set

APPA GOLD Award Winner – Limited Budget – 2020

Client’s Objective

The client’s objective was to surprise and delight Year 12 students with a small gift to acknowledge their successful completion of Year 12, subtly promoting Monash and the Monash
Change Day Expo. The product needed to be under their extremely tight budget including
packaging, as well as being eco-friendly and appeal to the target audience.

Challenge

To encourage 26,000 Year 12 students to attend their “Change Day Expo” and also align the campaign with the University’s overall sustainability initiatives, all under a given budget.

Results

The campaign 100% met the brief, complementing the client’s marketing activities promoting the ‘Change Day Expo’. The direct mail piece was successfully received by 26,000+ students and the event received nearly 2000 attendees as well as the Monash website seeing an overall
increase of 618% in visitors.