Our second time working with the Joint Polytechnics, our primary objective was to create buzz and hype around the Joint Poly Open House as well as to drive prospective students there to see for themselves the value of a practical, hands-on polytechnic education.
At the same time, this was a great opportunity to showcase all 5 polytechnics at once in order to enhance their overall branding in the minds of their target audience; students and their parents.
Our BIG Creative Idea
The single biggest question we started with when working on this campaign was, “how can we best connect with our target age group?” The logical conclusion we came to was “Passion”.
No demographics are as passionate as youth, and associating that with what they used to do as children was the best way to reinforce the concepts of “I used to” and “Now”; turning their childhood passions into significant real-world impacts.
Out-of-Home; Bus, Train and Outdoor Ads.