SCAPE LIVING

More than a room: Recruiting students for a ‘Scape’ lifestyle

Two friends embracing in an urban alleyway

Key results

523

new students through social / digital
(14% of students joining in Semester 2)

114

new students through OOH
(3% of students joining in Semester 2)

The challenge

Scape wanted to drive greater awareness of their brand and PBSA in the domestic market, with lead-generation a key target (10,400 leads).

The goal

We needed to make Scape’s presence visible in locations that were contextually relevant to people aged 18-25.

Secondly, we needed to be disruptive in demonstrating why those people should live at Scape so that they would take the steps to book a lead, take a tour or call/email. Key principles guiding our strategy included: context, balancing brand and activation, and focusing on reach.

The solution

We rolled out a combination of high impact and contextually relevant outdoor, transit and rail ads to drive awareness of the Scape brand. The campaign didn’t just sell a room, but instead sold a lifestyle that would unlock unlimited possibilities.

To drive leads we implemented in-house digital activity and through our media consumption tool Roy Morgan we were able to scope out digital partners whose audiences over-indexed in either the P18-25 domestic demographic or could target the International P18-25 demographic.

Billboard with happy students and 'scape' branding

Energetic young and colorful people in front of the building

Group of joyful friends in vibrant retro outfits

Close-up of happy friends hugging and smiling

Social media post with students and 'LIVE' text overlay

Social media post with students and 'PLAY' text overlay

Social media image with students and 'STAY' text overlay

Mobile ad for all-inclusive student living accommodations

Scape student living 'Take a Tour' ad on social media

OUR CRAFT

We deliver work
that works

See all works |

Transforming the digital experience through data-driven design
Hyundai

Transforming the digital experience through data-driven designHyundai

Educating Australians of the true cost of shingles
GSK

Three senior men socialising and group together

Educating Australians of the true cost of shinglesGSK

Making the skincare buying journey joyously simple
Clear Skincare

Close-up of woman's face with makeup in orange shirt

Making the skincare buying journey joyously simpleClear Skincare

Encouraging important conversations in HIV
ViiV

Man with tattoos and a colorful backdrop

Encouraging important conversations in HIVViiV

Generating brand awareness and engagement for a complex brand amongst diverse stakeholders
Omico

Young girl looking at a doctor in a medical setting

Generating brand awareness and engagement for a complex brand amongst diverse stakeholdersOmico

Overhaul the travel experience: From dream to experience
Tourism Tasmania

Overhaul the travel experience: From dream to experienceTourism Tasmania

Let's work
together

Acknowledgement of Country

We respectfully acknowledge the Gadigal People of the Eora Nation and the Muwinina as the Traditional Owners of the lands on which our workplaces stand to date and extend this respect to all First Nations peoples, including Elders past, present and emerging.

Sydney

Level 2, 100 Harris Street,
Pyrmont, NSW 2009

+61 2 9339 4333
hello@orchard.com.au

Hobart

1a Brooke St,
Hobart, 7000 Tasmania

New York

200 Broadway 3rd Floor,
New York, NY 10038