Singapore University of Technology and Design: Challenging University Giants by Reimagining the Future

Daniel Asplund, Adrian Adshade

Singapore University of Technology and Design (SUTD) tapped in to the power of ambition to change public perceptions of engineering and technology and encourage high-flying students to sign up to its courses.

Campaign details

Brand: Singapore University of Technology and DesignBrand owner: Singapore University of Technology and DesignAgency: MullenLowe Group SingaporeMarket: SingaporeIndustries: Educational, universitiesMedia channels: Gaming & in-game advertising, Radio & audio, Search marketing, Social media, Websites & micrositesBudget: 1 - 3 million

Executive summary

Engineering used to be valued as a crucial part of Singapore’s growth story, but as the first story faded out and moved into its next phase – a financial hub – it sparked a boom in business, banking and finance students. The perceptions of...

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