SIT showcases how real-life students are "prepared for life" in new film campaign

The Singapore Institute of Technology (SIT) has launched a new admissions campaign, "Prepared for life", featuring real life students at SIT's new Punggol campus.

Developed by FiftyFull, who was appointed as the university's creative agency of record last year, the objective of the campaign is to boost enrolment in the new academic year by building a positive perception of SIT and position the school as a university that connects one's passion to a desired career path. 

The film showcases moments from the day-to-day life of SIT students as they navigate real-life environments, from enrolment to lecture halls, to projects to working life. Shot using a split screen effect, the film shows students’ smooth transition from classroom to the workplace. The shoot for the film also involved coordinating the schedules of 50 students as well as the availability of the multiple locations.

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Running between January and March, the campaign targets students, adult learners and parents, highlighting SIT’s partnerships with industry and the role it plays to help students become industry-ready, through real-world learning environments, work-study experiences and professional networking opportunities.

The campaign film was also supported by a series of print ads, out-of-home (OOH) executions, as well as social content and on-ground activation with an aim to bring to life the proposition "Prepared for life" by showcasing different ways in which SIT helps students develop life-long skills and succeed in professional life.

Sabrina Chua, director of corporate communications of SIT said, "We wanted to showcase SIT’s uniqueness as Singapore’s leading university of applied learning, and how we develop our students to be career-ready. The admissions campaign developed by FiftyFull has beautifully captured SIT’s core proposition."

"By using real life students going about their day-to-day life, the campaign powerfully communicates the value of a SIT education – real-work experiences and real-world preparation. We hope that more students and adult learners will consider our proposition when exploring higher education and get industry-ready with SIT," she added. 

In tandem, Vanessa Heng, creative partner at FiftyFull said, “SIT is a special brand for us and through years of experience, hardships and successes together with the client, we understand what works with our audience and the brand. The first most important thing when it comes to creative treatment is authenticity."

"We also planned and adjusted the campaign roll-out through years of testing and research, tailoring the messaging while analysing our audience’s thought process and behaviour. Our conclusion is that an SIT degree is more than a piece of paper, it's the start of an enriching journey that fulfils a purpose, and we hope that this message has been conveyed effectively," she added. 

SIT isn't the only school in recent times to showcase its offerings. In January last year, Lasalle College of the Arts (Lasalle) looked to encourage the next wave of creative minds in Singapore to explore, engage, and apply to Lasalle with a campaign titled 'Make it all happen at Lasalle'. 

Central to the campaign was a film highlighting the real-life experiences and creations of Lasalle's students and alumni, including award-winning works in fashion and animation, public art projects and performances in dance, music and theatre. 

Lasalle described the film as an ode to creativity, a love letter to the art of making, and a story of creative exploration.

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