The Challenge

Youth Central is an online government initiative to help young people find out more information about career opportunities, studying and training, as well as news within their community. 

The challenge was to promote the website to the youth market and identifying what vehicles their audience use and what key messages will have the most effect to ensure the greatest ROI. 

The creative needed to appeal to the youth market (15-25 males and females) with the aim of them using the website as their main source of information to help with job and study opportunities.

Results

Imagine developed a series of adverts across print media (Ralph, Herald Sun, The Age, Beat) and online (My Career, Herald Sun, The Age) to capture the audience. The creative was very 'street' focused with bold and easy to read headlines so their audience could relate to it straight away. It was also important to show a cross section of the community in the imagery. 

The campaign ran for 3 months and over that time the site traffic increased by 44% and email subscriptions doubling.