#40 Monash University, Australia - A Future Without Change (2019)
For number 40 in our #RetroIndex series, we’re sharing one of the all-time, very best examples of university marketing. So let’s present Monash University and a - something that was described by the Australian media as ‘straight from a Black Mirror episode’. And at Future Index, after being fortunate enough to try things out for real, we wouldn’t disagree.
In total, 17 different activations formed a giant exhibition of a future we really wouldn't want to see, first on campus for Open Days, but later in Fed Square, right in the heart of Melbourne. Visitors could take part in a whole range of physical and virtual dystopian adventures, including: a pixel face mask to protect your identity from facial recognition; a cereal box packed with anti-depressants; a scratch card vending machine giving you a chance of winning some energy; an insta-youth face-kit to keep you looking young enough for employment; and an oxygen dome tent to protect outdoor living from dangerous pollution. Global warning, domestic violence, food security, superbugs and cybercrime, were all in the mix too.
It’s best to check it all out in this video case study:
Our own favourite experience was putting on a VR head-set and being immersed into a chamber to have life suspended whilst joining a 15 year waiting list to see a doctor. This was an example of VR proving extremely engaging. Well until we had to go to sleep at least!
So why go to all this trouble? Chief Marketing, Admissions and Communications Officer Fabian Marrone summed it all up as a rallying call to action:
“We are challenging audiences to act on global issues by joining Monash University’s thriving community to build a future by solving these problems.”
Student recruitment numbers went up, whilst reputation went through the roof. The experiential campaign was also recognised with at least 15 major awards, including the ultimate global accolade - a Cannes Lion Gold. Now, how many universities have ever won one of those?
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Do watch the film and check out these case studies:
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