FiftyFull creates 2025 admissions campaign for The Singapore Institute of Technology

The Singapore Institute of Technology (SIT) has launched a new admissions campaign via FiftyFull Singapore, built around the idea of “Prepared for Life”, featuring real life students at SIT’s new Punggol Campus.

SIT is Singapore’s first University of Applied Learning, offering applied degree programmes targeted at growth sectors of the economy.

The key objective of the campaign is to boost enrolment in the new academic year by building a positive perception of SIT and position it as a university that connects one’s passion to a desired career path.

Targeted at students, adult learners and parents, and running between January and March, the campaign highlights 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, to engage target audiences.

Led by a film and supported by a series of print ads, OOH executions, as well as social content and on-ground activation, the creative execution brings to life the proposition “Prepared for Life”, showcasing different ways in which SIT helps students develop life-long skills and succeed in professional life.

The campaign 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 involved coordinating the schedules of 50 students as well as the availability of the multiple locations.

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.”

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.”

FiftyFull was appointed SIT’s creative agency of record last year for a duration of 24 months with an eye to create brand awareness through creating yearly admissions campaigns across both ATL and BTL channels.

Credits
Brand: Singapore Institute of technology
Campaign Title: SIT 2025 Admissions Campaign
Client: Singapore Institute of technology
Ad Agency: FiftyFull
Creative Director: Vanessa Heng
Art Directors: Cheyne Koh and Daniel Wong
Copywriters: Vanessa Heng
Managing Director: Genevieve Seah
Account Director: Jessica Shen
Account Executive: Eunice Ngiam
Social Media Team: Amanda Aillrina and Jeanette Tan
Production Company: Freeflow Productions