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Valedictorian Campaign

The Challenge
Empower people without a tertiary education to take the first step towards a new life. The desire for self-improvement is often triggered by life events; starting a family, divorce or job boredom to name a few.

While many people understand education is a way to achieve a life change, most simply don’t believe it’s within their reach. The ‘Power of Can’ TVC campaign (launched prior to Comm Bank!) empowered many to take that first step towards a new life.

Results

• We increased leads to 1,785 per week (+397%)
• At one point we actually crashed the call centre due to excessive demand.
Crashed.the.call.centre!