Temasek Poly advocates self-expression

Singapore - Temasek Polytechnic has launched a year-long integrated campaign titled ‘Self Expression' to attract potential students.

According to 3-Sixty Brand Communications, the AOR for the school, the campaign was created with an emotive approach to stay true to Temasek's philosophy of ‘bringing education to life and life to education'. 

Headed by creative director Iwan Soebardi, the campaign was created to connect with the audience and also to host content created by them.

A website, Thotpost, was created as a teaser to encourage Singaporean youth to share their views on topics that concern them and in the process, generate strong word-of-mouth and online presence. The site also sponsored a segment on 98.7FM where DJs Justin Ang and Vernon A., known as 'Muttons', encourage contributions to the site and invite ‘live' telephone calls. Prizes are also given away during the show.

Once the website is revealed to be hosted by Temasek Poly, the entire brand campaign will be launched on TV Mobile, bus-stop shelters, selected newspapers and magazines.

The series of TVCs produced featured Temasek Polytechnic students engaged in various forms of self-expression such as photography and drawing, with a tagline 'Add life to your dream'.

"From a communication point of view, this campaign is truly a 360 approach to the brief - from interactive to BTL to ATL and eventually culminating with event collaterals during the polytechnic's Open House," Brendan Wong, director of corporate communications, Temasek Polytechnic said.

Interactive elements of the campaign were developed in collaboration with Reap Interactive whereas Insight Asia was commissioned to handle Temasek Poly's brand audit.