Respect in 8mm

Engineers Australia came to Zoo Group with the need to reinvigorate the identity of the Chartered Engineer qualification in Australia. Owing to a misconception in the marketplace, and a lack of knowledge, the perception was that there was little to no value in the qualification. Zoo Group was hired to develop the brand identity, strategic framework, business development toolkit and a campaign to launch the identity in the market.

We approached the campaign with a single question: “What is status, really?” and developed a campaign that understands the landscape of the advertising placements themselves, and how to stand out in a cluttered world. Inspired by Clint Eastwood, we created a campaign identity that speaks softly, with purpose, draws you in and understands that real status comes from not needing to shout about it at all. Respect in 8mm was created to highlight the simple element of the post-nominal that only a Chartered Engineer can have; by showcasing the power of that post nominal on a business card, or email signature.

In addition, we developed an in-depth business development plan and strategy, which we brought to life through the overall strategy and toolkit to assist the team in tracking leads, conversions and facilitating a system for engineers to make on boarding simple, and easy to understand.

Using digital banners across a variety of placements, remarketing messages of proof points through the introduction of the "Your mark of trust, skill and expertise" descriptor, social media materials, a digital video commercial alongside print media and OOH placements in airports terminals and lounges (using Respect in 5 letters for billboards), we were able to capture the market's attention and Engineers Australia reported over 6000 self-assessment tests completed in the first month of the campaign alone, far exceeding assessments or prior records.