Creative Execution

We created online video called “We Teach Experience” that introduced the RSU experience to the different applicants on a different surprising situations based on the applied faculty. Each situation happened to the applicant during the interview at real location at RSU i.e. cooking kitchen for Hospitality Management School, acting theatre for Communication Arts and medical room for RSU School of Nursing. The microsite RSUexperience.com was created to let them find out more information about RSU and apply online with the #RSUEXPERIENCE hashtag campaign inviting current RSU students to share their experience and their pride of RSU by hashtagging the picture on Instagram.

When "We Teach Experience" hits social network, the result is overwhelming. The campaign also successfully creates the very positive response and emotion towards RSU with comments on video such as “Want to apply at RSU”, “Wish they could go back in time and apply at RSU” or even “So proud of RSU” from RSU Alumni. There were 6.2 million video impressions from Facebook and YouTube combined that along with 10% increased applicants from previous year and a number of RSU pride spreading all over the Internet.

The process of entrance admission in Thailand is listed as one of the world’s toughest after Japan, Korea, and Singapore. Each year there are more than 300,000 students who applied for the higher education, but only 90,000 will be accepted for government institutions. As one of the leading private universities in Thailand, RSU sees the opportunity and wanted to want to let the high schoolers know about it and apply. The challenge is that most people think about RSU as a typical private university. But in fact, they have all resources for teaching and learning so that students can focus on experiential learning, which is a very competitive advantage for RSU. They had never communicated their real strength, until now.