Title | THE RSU EXPERIENCE |
Brand | RANGSIT UNIVERSITY |
Product / Service | PRIVATE INSTITUTION |
Category | A04. Use of Digital in a Direct Campaign |
Entrant | MINDSHARE THAILAND Bangkok, THAILAND |
Advertising Agency | MINTERACTION Bangkok, THAILAND |
Media Agency | MINDSHARE THAILAND Bangkok, THAILAND |
Entrant Company | MINDSHARE THAILAND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Buncharith Saovapichard | Minteraction | Creative Group Head/Copy Writer |
Sitthisak Sirinorakul | Minteraction | Art Director |
Tarinya Katiwanich | Minteraction | Web Designer |
Techid Punwasin | Minteraction | Developer |
Waewphan Pisansinsakul | Minteraction | Developer |
Watcharee Wattanaintaroj | Minteraction | Developer |
Santichai Ornsung | Minteraction | Developer |
Chuanpit Nualskul | Minteraction | Project Manager |
Punyawee Pisuthisakulchai | Minteraction | Account Manager |
Jirat Arinrith | Minteraction | Creative Director |
Neil Mavichak | Minteraction | Head Of Digital Strategy |
Worawin Soncharoen | Minteraction | Associate Director Of Digital Strategy |
Kwankaow Koosakulnirund | Minteraction | Supervisor Supervisor Digital Strategy |
Thitinut Hirunprueck | Minteraction | Group Account Director |
Punyawee Pisuthisakulchai | Minteraction | Account Manager |
Duangporn Mujanatongsuk | Mindshare | Client Leadership/Business Team |
The process of entrance admission in Thailand is listed as one of the world’s toughest after Japan, Korea, and Singapore. Annually, over 300,000 students apply for higher education, however 90,000 are accepted for government institutions. As one of the leading private universities in Thailand, RSU sees the opportunity and wanted high-schoolers to know about it and apply. The challenge is most perceive RSU as a typical private university. In reality, they have all resources for teaching/learning so students can focus on experiential learning, which is a very competitive advantage for RSU. They had never communicated their real strength, until now.
During the admission period, it's critical for RSU to communicate their real strength to gain better brand's perception and therefore admission rate. While other universities promote themselves traditionally, the “We Teach Experience” concept fits perfectly with RSU's advantages that had never been communicated clearly; which is the wide-range support for students to learn by doing, not only from textbooks. It also resonates the inner pride of current RSU students and alumni who, in turn, help spread the word. With all these help, Online Video and Website drastically drove online application.
The created online video, “We Teach Experience”, introduces 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.