CLIENT
DATO KHO HUI MENG CAREER CENTRE
OUR APPROACH
“Never mind what others say. Experience ASEAN for yourself.”
We started with the big picture in mind – how these perceptions were formed, and targeted their source. The students’ perceptions shared in the brief were common and typical of developing countries, perhaps due to cultural nuances in the mass media, or those shared by friends and family. Hence, we sought to use an anchor tagline to entrench a position that would be the bedrock for all the collateral – including the brochures, website and brand video which would be shown to all students embarking on internship choices.
The tagline was - “Never mind what others say. Experience ASEAN for yourself.”: simple, precise and impactful. The brand video focused on the entire internship experience told from the perspective of two students who went on an ASEAN internship despite what they have heard and got back much more than what they expected.
BRIEF
Only a very small percentage of students going on internships were opting for an ASEAN country. Their perceptions were that ASEAN was dirty, unsafe and held low-paying jobs. Hence, most students would opt for a developed country or even locally held internship to circumvent the issue of having to deal with these mental barriers.
OBJECTIVE
We were tasked to change that perception with a branding campaign.
CHALLENGE
The COVID situation made it impossible for the team to fly out to one of the ASEAN countries for an overseas shoot. Given the already small pool of ASEAN interns to choose from, and an even smaller pool of students willing to participate in the brand video shoot, crafting a compelling story angle was something that the team had to deliberate and work through.
DELIVERING AS PROMISED
“Never mind what others say. Experience ASEAN for yourself.”
We started with the big picture in mind – how these perceptions were formed, and targeted their source. The students’ perceptions shared in the brief were common and typical of developing countries, perhaps due to cultural nuances in the mass media, or those shared by friends and family. Hence, we sought to use an anchor tagline to entrench a position that would be the bedrock for all the collateral – including the brochures, website and brand video which would be shown to all students embarking on internship choices.
The tagline was - “Never mind what others say. Experience ASEAN for yourself.”: simple, precise and impactful. The brand video focused on the entire internship experience told from the perspective of two students who went on an ASEAN internship despite what they have heard and got back much more than what they expected.
SERVICES
Branding
Strategy
Design
Copywriting
Videography
PROJECT
The career centre of the Singapore Management University wanted more of its students to go on ASEAN internships.
INDUSTRY
B2C
Higher Education
