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New Business: Singapore Institute of Technology appoints xodbox and Happy Marketer for AY21 admissions

SINGAPORESingapore Institute of Technology (SIT) has appointed strategic and creative agency, xodbox and digital marketing agency, Happy Marketer to handle its AY 2021 admission campaign.

As part of this 8-month appointment, xodbox will lead SIT’s out-of-home and print campaigns while Happy Marketer will handle SIT’s social and digital paid media push. These efforts will support SIT as it offers industry-focussed applied learning degrees to young adults diving into promising new sectors in the Singapore economy.

SIT’s focus on industry-focused degree programmes finds greater relevance in the post-pandemic economy where new job roles require specialised skilling and reskilling. In fact, its signature Integrated Work Study Programme (IWSP) exemplifies the immersive and work-ready learning experience and the university-industry collaboration SIT is well-known for. Under these circumstances, Happy Marketer’s unique, people-centric segmentation and targeting strategies provide SIT an opportunity to match potential applicants’ interests and aptitude with relevant degrees that promise career growth, job satisfaction and the opportunity to give back to the community.


“Through sentiment analysis in the digital space, we found that the majority of applicants were still undecided about their own career paths, much less knowing which course to take at this stage,” explained Kah Min Teo, Director of Brand Storytelling at Happy Marketer. “It was important to dive deeper into their mindset before jumping into the ad targeting methods. This helps to ensure that our media strategy is more nuanced and drives better results.”

xodbox’s strategic and creative work evolves along with their clients. They will be working cohesively with Happy Marketer and SIT to attract potential applicants to career-oriented applied learning programmes through various traditional and digital media platforms.

“We are extremely excited to embark on this campaign with SIT again, having successfully ran their admissions campaigns from 2013-2015. While the global climate has changed, our positioning of SIT remains the same — as an excellent choice for students who endeavour to be work and future-ready. It feels like a perfect fit for all involved and we look forward to reaching out to prospective students through our advertising at various touchpoints,” said Mr Danial Lee, Director of xodbox.

”We look forward to working again with xodbox and their digital partners, Happy Marketer, who bring with them a suite of digital solutions that intrigued us and we hope, will resonate with our target audiences. The combination of experience and expertise which the team brings to the table, complemented by solid fundamentals based on data analytics convinced us that this would be the team to help us reach out to and fulfil the needs of potential applicants to our industry-ready offerings,” said the co-chairs of the tender committee.

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