The challenge was to drive nationwide app downloads by offering students discount codes during O-Week in Australia, which is an intense period where students are bombarded with sign-ups and promotions.

To cut through the noise and maximize future revenue, I created a bold, attention-grabbing campaign across print and digital, both on and off campus. The goal was getting students to download the app during the promotion and keep using it long after the discount expired.

The visuals were built to resonate instantly with the target demographic. Using a relaxed, scrapbook-style layout made the ads feel approachable, while relatable imagery strengthened the connection.

Vibrant, contrasting colors ensured standout visibility across all touchpoints. By stepping away from the traditional Uber and UNiDAYS palettes, the campaign felt fresh, friendly, and less corporate which are key ingredients to engaging students.

The copy and supporting visuals mimicked a group chat, creating a conversational feel rather than a brand speaking at them. This relatability helped cut through the typical marketing noise, making the campaign more engaging and effective.