Our Work

The University of Otago, one of New Zealand's oldest and most prestigious institutions, operates one of the largest network infrastructures in the country. Supporting over 21,000 students, academics, and 5,000 staff, the University's infrastructure delivers and supports cutting-edge learning content daily.

While the University is a historic institution, its network must be state-of-the-art to keep pace with modern demands. A strategic decision to bring previously outsourced telecoms and network engineering tasks in-house required a recruitment campaign to attract top-tier talent. However, the challenge lay in convincing niche talent pools to consider an educational institution—typically not associated with advanced network operations—as an exciting workplace.

With sites in Dunedin, Invercargill, Wellington, and Christchurch, and users nationwide, the University offered a unique opportunity: the chance to join a team of expert engineers working on one of the country's most complex and expansive networks. The University's strong reputation, including its pandemic response and contributions to vaccine development, provided a strong foundation for crafting a compelling narrative.

Creative Concept Development

We broke away from traditional campus-based messaging to create a bold, innovative campaign that reflected the cutting-edge nature of the University's network team. A playful, fresh creative direction was employed, with messaging that highlighted the scale and complexity of the infrastructure and the opportunity to work with like-minded, independent experts.

Targeted Media Campaign

A cross-channel media campaign was launched, leveraging digital and social platforms and programmatic advertising. This allowed precise targeting of the niche skillsets and demographics required for the roles. The campaign was designed to maximize engagement, drive traffic to the careers site, and build excitement around the roles.