Advertising is taken to a new level and students get to work on real-time marketing briefs by clients. Equipped with knowledge and skills from previous years, these Year 3 students get to conceptualise and execute a real-life advertising campaign.
Our Slice of Gourmet campaign visual was created for Marina Bay Sands' Epicurean Market. We worked to raise brand awareness, encourage pre-purchase of tickets and debunk the perception that the Market was "expensive and exclusive". Among eight teams, our work was shortlisted for the finals.
Great Milk, Great Baby was an advertising campaign for Similac Gain IQ infant milk formula. Through a mix of traditional and new media, the campaign aimed to deepen the perception among its target audience that it is a market leader in its product category.
Students learn what it takes to organise an event, from conceptualisation to execution. They get to manage clients and logistics and source for sponsors, amongst other skills needed to pull off a successful event. They look forward to running their own event, in collaboration with an external client, at the end of the semester!
Mission Possible: Swab Team was an event managed by the class, known as Ki Agency, through a partnership with the Bone Marrow Donor Programme (BMDP). The on-campus outreach event aimed to educate on the importance of bone marrow donation and expand the local pool of registered donors. It was held on 23 January 2020 at Ngee Ann Polytechnic’s Student Plaza and reached out to more than 6,000 students and staff. Through the team's efforts, BMDP attained close to 300 bone marrow donors.
The class was challenged and inspired to help patients in need of bone marrow donations. We understood that to find a match was tough, but for some, a donation would be their last chance at life. It was important for us to not only grow donor registry numbers but to bust myths related to the process as well. Denyse and I, as co-chairperson and chairperson respectively, oversaw the execution of the entire campaign which culminated in a mission-inspired carnival.