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home \ work \ AMP Scholarships launch
Q: How should we launch our 2011 scholarship campaign?
Angle: with a 2.5m orangutan
Each year the AMP’s Scholarship Programme awards financial assistance to Kiwis doing outstanding things in their field - from filmmakers to gold medal-winning paralympians
and ingenious inventors. The programme was rebranded in 2010 as 'Do Your Thing'.
In April 2011, AMP launched the new programme internally to all staff. The idea is to encourage participation in the form of sharing the offer via social networks, becoming a judge for national applicants or to apply for themselves.
To make the launch hard to miss, eight objects are illustrated to represent past Scholarship winners and then turned into giant props inside AMP's offices. Digital and print collateral creates the necessary support.
Project completed with DNA, Auckland.
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AMP Scholarships launch
Recently created giant props inside AMP's offices are used to great effect as part of the internal launch of their ‘Do Your Thing’ annual Scholarship Programme. Each illustration represents a past winner.
Just hanging around
Just hanging in the main stairwell, this 2.5m Orangutan represents a past winner who's 'Thing' is protecting captive animals. All the props appeared overnight to catch AMP staff by surprise the next day.
Hei tiki
The giant tiki represents an applicant who won a scholarship because their ‘Thing’ was Te Reo Maori.
Robotic rock music is my ‘thing’
The giant robot represents a winner who is into creating a self-playing robotic rock band.
Notice anything different in the lunch room today?
The towering robotic rock musician stands proudly in AMP's lunch room bearing a giant swing tag with winner's details and scholarship branding.
Share, Judge, Apply
Overnight, a brightly coloured Scholarship leaflet appears on every AMP staff member's desk. The call to action is clear and the badges pinned on the front encourage participation and promote visibility.
Do Your Thing badges
Eight different badges are issued to staff to encourage sharing and conversation. A bit of fun with an important message.
‘It’s a big day’
Wear your badges with pride and 'Do Your Thing’.
Playing the giant ukulele
AMP staff are encouraged to interact with the props, take photos with them and post their shots onto a Facebook campaign page to win a prize.
Do Your Thing on Facebook
Facebook stations are set up in AMP's offices as part of the launch, encouranging staff to share what’s happening and enter a prize draw with their funny prop photos at the same time.
Do Your Thing outside
The launch is so successful internally, that AMP decide to take the giant props outside in Downtown Auckland during rush hour, to promote the Scholarship programme externally. An AMP team presence and branded flyers support the cause.
Our ‘Thing’ is helping Kiwis do great things
AMP Scholarships is designed to help Kiwis do great things in any field. The giant props grab everyone's attention and help to launch the 2011 programme successfully.