THE RSU EXPERIENCE

TitleTHE RSU EXPERIENCE
BrandRANGSIT UNIVERSITY
Product / ServicePRIVATE INSTITUTION
CategoryA04. Use of Digital in a Direct Campaign
EntrantMINDSHARE THAILAND Bangkok, THAILAND
Advertising Agency MINTERACTION Bangkok, THAILAND
Media Agency MINDSHARE THAILAND Bangkok, THAILAND
Entrant Company MINDSHARE THAILAND Bangkok, THAILAND

Credits

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 Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.