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

Logo of Scape student accommodation company
White logo for XO, likely a brand or application
Two friends embracing in an urban alleyway

Key results


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


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
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
Friends posing playfully on a rooftop
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


We deliver work
that works

Let's work

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.


Level 2, 100 Harris Street,
Pyrmont, NSW 2009

+61 2 9339 4333


1a Brooke St,
Hobart, 7000 Tasmania

New York

200 Broadway 3rd Floor,
New York, NY 10038

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