University campus.
Snapchat is positioning itself as the digital equivalent of the university quad in a campaign via Emotive.
The campaign launches with out-of-home (OOH) and digital video placements, alongside brand partnerships with Officeworks and KFC.
Messaging and social platforms play a central role in how Gen Z students maintain relationships, with three-quarters saying they are essential for staying connected with university and pre-university friends, according to Snapchat research, commissioned by YouGov.
64% of Gen Z students commuting from home over living with friends or on campus, living arrangements are increasingly influencing peer network formation and driving more digital-first social behaviours.
"Snapchat is a tool for connection, it’s how Gen Z connect everyday with their mates for both the big and small moments in their lives,” said Snap Inc. ANZ managing director, Ryan Ferguson.
“We know that university is a pivotal period for this demographic, so our next phase of Say it in a Snap really encapsulates how this generation use Snapchat as part of their university journey.
“Gen Z open Snapchat 40 times a day on average, with 75% of that time being spent in the chat tab. This creates a clear opportunity for brands to show up within conversations that are already happening, in a way that feels platform-native rather than interruptive.
“It’s why Sponsored Snaps have gained strong traction since launching last year, with brands like Contiki and Uber among the first in Australia to adopt the format. When brands align with how Gen Z naturally communicates, performance follows.”
CAMPAIGN CREDITS
OMD Credits
Business Management:
- Danica Berjanovic
- Sophie Wood
Media Implementation:
- Joshua Emanual
- Shoni Catt
EMOTIVE
Creative, Design & Production
- Gavin McLeod
- Edward Macaulay
- Alistar Hill
- Chris Cooper
- Michael Hollis
Social & Cultural Strategist
- Sarah Rosedale
Client Services
- Zoé Hartas
SNAP INC.
Marketing
- Clare Nash
Communications
- Natasha Brack
