The Objective
Despite its 305,000 sqm campus and excellent facilities, Nanyang Polytechnic struggled to stand out among competing schools in attracting students.
The Solution
Research with 300 secondary students informed a rebranding strategy. The #MyPolyMyChoice campaign, supported by outdoor ads, digital content, and teen influencers, created viral K-pop-inspired engagement that connected with students.
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