Lifelong Learning Festival ’17

Case Study

Generating campaign awareness beyond newspaper

How we helped an Outreach team generate awareness within their institution compound through adaption from campaign master brand guideline
Campaign ConceptCustom IllustrationsManaged Print and Installation
Campaign Adaptation
Custom Illustrations
Managed Print and Installation
Client + Challenge

The Assignment

Lifelong Learning Institute @ Paya Lebar is a Continuing Education & Training (CET) campuses for adult learning. Lifelong Learning Festival has been running since its first edition in 2015. We were tasked to help with the OOH marketing on their campus.

Lifelong Learning Institute
118 Eunos Road
“We wanted to leverage on our space to let our students and passerby know about the event”

This was the third edition of Lifelong Learning festival and biggest so far. We have extended our campaign from the usual 2 weeks to a month long. The investment is significant and we want to make sure that its potential and reach is maximised.

The Solution

Step #1: Analyse the crowd

For an effective marketing campaign, the placement of the articles is very important. The team surveyed the site and monitor the footfall at different timings.

The verdict:

  • The bus stop along Paya Lebar Road provides an opportunity to showcase what the campaign is about
  • The walkway along Paya Lebar Road has great footfall
  • Lift lobbies have long dwell time
  • Foyer are great place for subtle advertising

Step #2: Taking reference from master brand guideline

To keep the campaign look and feel consistent, the team has to find ways to extract and reconfigure illustrations for the large format prints.

Step #3: Adapting visually pleasing graphics that resonates

Using the insights from traffic flow, the team identified key areas to place the articles and format the messaging accordingly based on the dwell time.

  • Foyer are identified as landing area and carry elements to provide lead in to lift lobbies messaging
  • High visibility walkway has bigger and interesting graphics to capture attention
  • Lift lobbies will carry more information and Call-To-Action

The Deliverables

At the end of the project, Lifelong Learning Institute got:

  • Walkway presents campaign title “Love Learning”and simplified event information. Pop-up foamboard of the drone brings visual interest to an otherwise rectangular format
  • Lift lobbies introduce different programmes, identified by their colour scheme. Each door carries greater information of the specific events
  • Foyer shows elements of the marketing campaign illustrations as signal to an on-going campaign
  • Managed print and installation service of the campaign collaterals
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    Festive DecorationIllustrationCampaign AdaptationDigital Assets GenerationMarketing Campaign Strategy

    Budget in SGD

    5K-10K10K-50Kmore than 50K

    Expected completion date: