Singapore Polytechnic (SP) was looking to drive traffic to its Open House website, increase footfall for Open House and to position itself as the top polytechnic choice for O level & ITE students.

For the website, SP was looking for a website that will interest the target audience to visit the Open House by providing key information about the school - such as Courses, CCAs, facilities, Students' Success Stories, School Tour etc. The key challenge was to create a website that engages the target audience and maximises their time spent on the site. It was also necessary to differentiate SP from other polytechnics and to drive visits to the event.

Apart from the website, SP also wanted to have a promotional video for the Open House, a key driver to the event. Having done various types of videos previously featuring school alumni, students' success stories, walkthrough of the campus and showcasing how lessons were conducted. As such, SP wanted a more refreshed and creative video concept that resonates with teenagers while showcasing the school interestingly.

For the marketing side, the main challenge was to identify the digital platforms that can best reach out to teenagers, the main target audience of the event. It was also necessary to create visually attractive ads nd engaging ad copies to encourage teenagers to visit the event.

To reach out to the target audience, we created a website that showcases a vibrant and youthful style, whilst still being user-friendly and retaining key information of the school's offerings. Features such as 'Quiz', was also built on the site to help students better understand the poly courses which suits them. Users' behaviour on the site were constantly tracked to help identify the top viewed pages and top actions carried out by users. These insights helped us in the optimisation of our digital ads in terms of curating ad content which interests the audience.

In order to produce a refreshing and engaging promotional video for SP, we carried out a detailed research and found that most teenagers enjoy watching dance videos due to the increased popularity of pop culture. Hence, we decided to feature SP's dance group performing a routine around the school, utilising eye-catching visual effects and catchy background music.

We created various creatives and ad copies that are relevant to the target audience, utilising different marketing angles to encourage clickthroughs to the website and drive engagement. Using effective digital ads retargeting, we were also able to retarget past web visitors and users who are engaged with the school's social media pages by creating highly relevant ads with strong call-to-action, aiming to increasing engagement.