UQ Sport Market Day

The UQ Sport ‘Market Day’ is UQ Sport’s peak membership drive of The University of Queensland’s ‘O’ Week festivities on campus. The ‘Find Your Fit’ integrated campaign – offers students, staff and the public the opportunity to sing up to discounted ‘Gold Memberships’ which include:

Access to a three-level weights gym, 35+ cardio exercise machines including 11 treadmills, 35+ cardio, strength and toning group fitness classes, 25+ Pilates or yoga-based group fitness classes per week.
Along with Pool access all day, Unlimited aquatics equipment hire, 20+ adult swim squads, Tennis court hire and access to train on the Olympic-standard athletics track.

The Campaign: The ‘Find Your Fit’ campaign was targeted towards all new students to The University of Queensland, both local and international, to avoid any language barriers we chose to speak in a language everyone understands ‘emoji’.
Also tapping into the millennials sense of a ‘shared culture’ we used emoji that were part of a ‘Creative Commons’ licence to further engage our audience.

Campaign scope: Online, social media, EDM, outdoor signage and print collateral.

On Campus Digital Signage

On Campus Digital Bus Shelter Advertising

Digital Banners

Digital Banners

Social Media – The Find Your Fit Campaign was driven across Facebook, Instagram & Twitter.

Social Media – The WIN! A 3 MONTH GOLD MEMBERSHIP Campaign was driven across Facebook, Instagram & Twitter, and directed user engagement via Snapchat.

Snapchat Geo Filters in use on Market Day 2017 – By Spring (USA) 2017 it was estimated that 39% of teens rated Snapchat as their favourite social network.

SOURCE: Piper Jaffray; 2017 results based on a survey of 5,500 US teens

  • Role Creative / Art Direction & Campaign roll out

  • For UQ Sport

  • Date 2017

  • Type Integrated Campaign

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