We Are Different : the iconic branding advertisement that makes SMU unique
Released in 2003, following the success of The Jumping Student marketing campaign, this series of advertisements presented perspectives from an industry partner (represented by Mr Tan Wah Yeow from KPMG), a faculty member (Professor Steven Miller), a current student (Ms Teo Su Phin), and an incoming student (Mr Cowan Phan). Through these varied viewpoints, the campaign highlighted SMU’s distinctiveness—particularly the attitudes of its students and the design of its curriculum—underscoring the University’s unique identity.
For a young institution such as Singapore Management University (SMU), attracting the attention of prospective students and parents could no longer rely solely on academic reputation or heritage. Without a long institutional history to draw upon, SMU adopted bold advertising strategies and emphasised its distinctive American-style pedagogy to establish its brand. Within just three years, the University succeeded in building a strong and recognisable identity. Departing from conventional university branding that focused primarily on academic excellence, SMU positioned its students’ confidence, enthusiasm, and mindset as living testimonials of its educational approach. The creativity and freshness of the advertisements reflected SMU’s interactive and broad-based pedagogy, particularly its role in nurturing students’ self-confidence. The effectiveness of this branding strategy was evident in the strong response to the admissions exercise that year, with 5,800 applicants competing for 800 places.
For a young institution such as Singapore Management University (SMU), attracting the attention of prospective students and parents could no longer rely solely on academic reputation or heritage. Without a long institutional history to draw upon, SMU adopted bold advertising strategies and emphasised its distinctive American-style pedagogy to establish its brand. Within just three years, the University succeeded in building a strong and recognisable identity. Departing from conventional university branding that focused primarily on academic excellence, SMU positioned its students’ confidence, enthusiasm, and mindset as living testimonials of its educational approach. The creativity and freshness of the advertisements reflected SMU’s interactive and broad-based pedagogy, particularly its role in nurturing students’ self-confidence. The effectiveness of this branding strategy was evident in the strong response to the admissions exercise that year, with 5,800 applicants competing for 800 places.