Engineers Australia came to Zoo Group with the need to reinvigorate the identity of the Chartered Engineer qualification in Australia. Owing to a misconception in the marketplace, and a lack of knowledge, the perception was that there was little to no value in the qualification. Zoo Group was hired to develop the brand identity, strategic framework, business development toolkit and a campaign to launch the identity in the market.
WHAT WE DID
Strategic campaign development & concept
Business development strategy & toolkit
Print & rich media banners
We approached the campaign with a single question: “What is status, really?” and developed a campaign that understands the landscape of the advertising placements and how to stand out in a cluttered world. Creating a campaign that speaks softly, draws you in and understands that real status comes from not needing to shout about it. Respect in 8mm was created to showcase that importance of the post-nominals on a business card that only a Chartered Engineer can have.
In addition, Zoo Group developed an in-depth business development plan, and toolkit to assist the team in tracking leads, conversions and facilitating a system for engineers to make on boarding simple, and easy to understand.
While the campaign continues to roll out, and no official statistics are yet available. Early reports from Engineers Australia have noted that the “Respect in 8mm” campaign has been hailed as the most effective piece of work to date, with over 6000 Self Assessment tests having been undertaken in a single month. Results continue to update as the campaign progresses to completion.
In addition, Zoo Group have been awarded 2 Gold Statuettes by the international Association for Marketing and Communication Professionals in the categories of Strategic Communication and Print Creativity for Advertising.
Gold MarCom Awards
Self Assessment Tests completed
Gold Statuette for Strategic Communications:
Gold Statuette for Print Creativity:
Creative Director: Jason Perelson
Senior Art Director: Natalie van der Rijt
Senior Graphic Designer: Erin Collett
Account Manager: John Mannion
National Marketing Manager: Samantha Zdjelar