The Jumping Student : the inaugural set of branding advertisement that makes SMU unique
Launched in 2002, The Jumping Student marked SMU’s first major advertising campaign and boldly introduced the message that “We’re different.” At the time, the University had begun its journey as a business school, hence, the tagline “SMU. We mean business.” The inaugural advertisement featured our students Mr Ng Peng Fong, Ms Marina Rumi Ibrahim and Ms Elsie Lin doing handstand, jumping and back bend respectively.
The campaign stood out in the local tertiary landscape, as no other institution had previously undertaken such a striking branding effort. Earlier advertisements in the sector were largely informational. In contrast, SMU’s campaign featured a large, dynamic image of a student captured in bold pose, paired with a confident, attention-grabbing tagline. Running alongside the advertising campaign was a proactive media engagement strategy. The University regularly pitched student stories to the media—at least two each week—and invited journalists to experience the SMU difference firsthand by attending classes held in small, interactive classrooms. The campaign communicated SMU’s distinctive pedagogy, flexible curriculum, and broad-based educational approach, positioning the University as one that nurtured creative, confident, and articulate graduates. This messaging resonated strongly with the wider community, including employers, parents, and prospective students, who were excited by an approach that stood apart from traditional norms.
It was the led by Ms Sharon Tan, who join SMU in 2002 as the Director, Corporate Communications. She played a key role in shaping the reputation and brand identity of the young university with the defining ‘SMU, we are Different’ campaign. The marketing campaign, together with a strong media strategy, successfully engaged key stakeholders of the university and cemented the bold and dynamic profile of the university.
The campaign stood out in the local tertiary landscape, as no other institution had previously undertaken such a striking branding effort. Earlier advertisements in the sector were largely informational. In contrast, SMU’s campaign featured a large, dynamic image of a student captured in bold pose, paired with a confident, attention-grabbing tagline. Running alongside the advertising campaign was a proactive media engagement strategy. The University regularly pitched student stories to the media—at least two each week—and invited journalists to experience the SMU difference firsthand by attending classes held in small, interactive classrooms. The campaign communicated SMU’s distinctive pedagogy, flexible curriculum, and broad-based educational approach, positioning the University as one that nurtured creative, confident, and articulate graduates. This messaging resonated strongly with the wider community, including employers, parents, and prospective students, who were excited by an approach that stood apart from traditional norms.
It was the led by Ms Sharon Tan, who join SMU in 2002 as the Director, Corporate Communications. She played a key role in shaping the reputation and brand identity of the young university with the defining ‘SMU, we are Different’ campaign. The marketing campaign, together with a strong media strategy, successfully engaged key stakeholders of the university and cemented the bold and dynamic profile of the university.