| Title | SUTD WOMEN'S CAMPAIGN |
| Brand | SINGAPORE UNIVERSITY OF TECHNOLOGY AND DEVELOPMET |
| Product / Service | SUTD WOMEN'S CAMPAIGN |
| Entrant | GOODFELLAS Singapore, SINGAPORE |
| Entrant Company: | GOODFELLAS Singapore, SINGAPORE |
| Advertising Agency: | GOODFELLAS Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Corinna Choong | Singapore University Of Technology And Development | Senior Director Of Marketing And Communications |
| Patrick Low | Goodfellas | Copywriter |
| CK Guay | Goodfellas | Art Director |
| Valerie Shen | Goodfellas | Account Servicing |
For its first admission exercise, the Singapore University of Technology and Design (SUTD) faced an impossible task of increasing its female intake of 15% to an ambitious 40% in the male-dominated engineering courses. However, women generally perceive a career in engineering and technology to be hard, unglamorous and more suited for men. We needed to glamorise the role of women in engineering and technology. Instead of featuring successful female inventors in our campaign, we chose to showcase some of the greatest inventions by women that improve our lives, like the windshield wiper, life raft and the bulletproof vest. These inventions play a significant role in our lives and their importance are often taken for granted. The origins of these inventions surprised many, including women. To effectively reach our target audience, outdoor, print, broadcast and online media were employed.
With the campaign, SUTD has managed to increase its female intake to 45%, surpassing their original target of 40%. This is more than three times the usual enrollment in engineering courses anywhere. Our viral video garnered 20,000 hits within two weeks. It was featured on 8 DAYS, Creativity Online and Campaign Asia. For this campaign, SUTD received 2 MARKies - 'Best Idea – Viral' and 'Best Idea – Integrated Media'.
In order to reach junior college and polytechnic students seeking higher education, various platforms were used. The campaign started with outdoor media like bus stop ads, bus wraps and, MRT train panels and stickers. Over 200 bus stops ads were strategically placed nearby schools and popular hangouts like Bishan, Bukit Timah, Dover, Clementi, Marine Parade and Orchard Road. Print ads were also employed on TODAY newspaper and various school publications. A month later, a TVC was introduced to dramatise the message on cable and viral platforms. The commercial was aired on Animax, a channel dedicated to anime, AXN, a TV channel that airs lifestyle programmes and, SET One, a TV channel that broadcasts Korean programmes. For online presence, Google ads and web banners would appear when users search for engineering or youth-related content. The TVC was also uploaded on YouTube.