PSB Academy targets youth

Singapore - Gosh Advertising has launched an 18-month integrated campaign for PSB Academy, titled ‘Discover Learning', which targets students and corporate executives.

The campaign poses questions to the target audience via marketing collaterals, in a bid to raise student curiosity to discover.

"Young people don't want to be told what to do. They shy away from the hard-sell; they want to feel like they are deciding for themselves. Our campaign doesn't tell them what to do. We ask them questions instead, make them stop and think for themselves. This gives them a taste of learning, discovery style," Kelvin Tan, senior manager of strategy and planning for Gosh, said.

‘Discover Learning' has been implemented through a number of creative executions on SMRT buses and online MSN banners since October 2007, including a 25-foot high ‘strength tester' at Dhoby Ghaut MRT station, posing a challenge to passers-by, 'Wonder how you can unleash your full potential?'

Strategic planning and creative are handled by Gosh Advertising while Maxus takes care of media planning and buying.