Brief Explanation

Music schools sending CDs that display the musical talents of its students and alumni are common practise and expected. Moreover, there was a small problem that people deemed the college to be “elitist” and “highbrow”. The objective was to raise enrollment rate while communicating that the college made learning music fun and easy.

The Brief

Singapore Raffles Music College (a partner of the London College of Music, University of West London) offers world-class music education by working with distinguished musicians. People of all ages and skill levels can enroll in a breadth of courses from beginner lessons to professional music degrees.

How the final design was conceived

We wanted to show that with the right tools and help, it’s easy for anyone to make music. So we created an uncommon musical instrument from the common CD case that could be customised to play the world’s most recognisable tunes. In doing so Raffles Music College demonstrated how music is at their fingertips, both literally and figuratively.

Indication of how successful the outcome was in the market

Within 5 days, its beginner music course was oversubscribed. The Rubber Band garnered a 43% response rate and raised enrollment enquiries of its courses by sixfold. In the end, the most successful direct mail in the college’s history not only turned heads but also changed how people saw Raffles Music College.