The Objective
Despite having a sprawling campus spanning 305,000 square metres and offering top-notch facilities and lecturers, Nanyang Polytechnic faced stiff competition from other Polytechnic Schools in attracting new students. NYP approached us to help them distinguish themselves from the rest.
The Solution
We devised a comprehensive brand positioning strategy based on research with 300 secondary students. Through print and digital media, we connected with students using outdoor ads, a prospectus, website, and social media contests. The empowering tagline #MyPolyMyChoice and collaboration with teen influencers and scholars created a viral K-pop theme that resonated with students and inspired success.
The Result
• The campaign was outstanding, driving over 12,000 attendees at the 3 days open house.
• NYP successfully recruited 5,358 new students in 2015. (Source: https://data.gov.sg/dataset/nanyang-polytechnic-student-intake-annual)
• Won the APEX Grand Award for One-of-a-Kind Publications for NYP Choices (Prospectus Publication).
My Role
Creative Concept, Print and Digital Design, Social Media Creative, Art Direction of Photography/Videography.