Test The Nanyang Technological University, Singapore’s Office of Global Education & Mobility (OGEM) wanted to explore avenues to expand their outreach efforts for their inbound exchange programmes to students from other countries. Due to the shift in media consumption habits, OGEM was seeking avenues to better engage their target audience. Its current method of student outreach go through the traditional publicity routes which are largely dependent on the strength of its partnerships with other universities as well as the promotional efforts of these universities. The brief was expanded to including refreshing the positioning of OGEM exchange programmes to remain relevant to undergraduates from other universities internationally as well as the undergraduates in NTU, Singapore.
Developing an integrated aspirational campaign comprising visual + messaging strategy and touchpoint development, the campaign was designed to encourage students to embrace a global mindset in their career aspirations. The message exhorts the phrase “the world is your oyster” and positions the GEM programmes as a suitable platform for the students to venture out and explore the opportunities available globally.
Vibrant and dynamic collage treatment that allows for various permutations is conceptualised to bring out the wonder of exploration and the sense of aspiration. Creating a visual motif that ties all the programmes together, the door represents opportunities and possibilities. With the development of social posts, videos, informative EDM’s, print and environmental collaterals, the call to dream bigger dreams empowers the students to expand their outlook and explore the programmes available, which can take them further.