Created by CreAds, the campaign features paper aeroplanes and boats as the central image, while the copy emphasises the track record of the institute and the career options available to its graduates. Said Tang Mei Sin, SIM's manager for marketing services and purchasing: "We wanted to communicate the quality and practicality of our programmes. Students come to us because of the reputation we have garnered."
Said CreAds creative director Michael Goh: "Basically we looked at education ads in Singapore. They were all the same, with smiling faces of students. We felt that we should differentiate ourselves."
Paper plane sells institute's idea of higher education
The Singapore Institute of Management is running a print and outdoor campaign until year-end to sell its University of London degree courses, which touts the idea that a piece of paper can take a person to places.