For the new academic year, NTU Singapore’s Office of Global Education and Mobility (OGEM) tasked us to increase top-of-mind awareness about their programmes and inspire students to sign up for these study abroad experiences.

The brief was three-fold:
1. Develop an overarching brand campaign for NTU GEM programmes
2. Adapt the brand concept to programme-specific visuals 
3. Extend the campaign for the GEM Discoverer programme recruitment period, with a focus on lesser-known destinations

We launched Hidden GEMs to Global Gamechangers, highlighting the overseas experience and the students themselves as undiscovered treasures that can shape the future. With a two-part campaign that ran from 16 Feb to 3 Mar 2024, we significantly grew OGEM’s digital reach while driving sign-ups using OOH activations and social touchpoints. The campaign was one of OGEM’s most successful to date, winning a Bronze Award for “Excellence in Location-based Marketing” at the Marketing-Interactive Marketing Excellence Awards 2024.