Opening minds.

The Challenge

Sometimes you have to face more than one challenge. In a market of heavy competition, Weltec had to perform a u-turn in market perception and attract a new intake of students - all in one go. We helped Weltec address a brand perception issue using a recruitment campaign, which then became the key for all brand activity and communications that followed.

Weltec approached DNA with a hangover - it was a Polytechnic that were perceived as the place you went to 'learn trades', but had become an institute where a wide range of high end and specialist courses were being offered. It's marketing and comunication activity had become fragmented and multi-messaged, and it needed a rapid change in perception to attract the right type of student into new courses.

The Solution

The initial work was refocusing Weltec on how to meet the audience with messaging they'd see and respond to; establishing a creative platform that was more targeted and had better cutthrough. We started by redefining the brand essence to 'New Professionals, stronger futures'. The approach had far more cut through, and was more immediately recognisable as Weltec. This became the underpinning for the following campaign. We created a number of conceptual executions which were applied to TV, Press, outdoor and direct mail, with visual elements that was more contemporary, consistent, ownable and engaging.

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