Malaysian Media Awards Winners Showcase

Challenge
INTI International University & Colleges traditionally used a combination of newspapers and digital to reach their teenage target audience. But when it came to specifically targeting SPM students for its next semester intake, INTI challenged us to find a more effective and targeted communication platform.

Solution
We analyzed the key motivators for this niche group:

• Information in the form of study tips, sample questions and additional classes
• Support and encouragement from peer groups.
• Counseling to address their anxiety about the post-exam phase. In short, our ideal platform needs to provide information, support and counseling. This analysis brought us to the perfect match – a sponsorship of “Astro Tutor TV SPM” – a dedicated education channel for SPM students.

Execution
The Astro Tutor TV SPM (ATTV) sponsorship created a range of targeted messaging opportunities for INTI. TV promo spots positioned INTI as ATTV’s “education partner”. Vignettes featuring ATTV mascots Danny & Lisa addressed the burning topic, “What’s next after SPM?”. “Ask INTI” page on ATTV website provided education options. ATTV Facebook discussed post-secondary education, driving students to INTI’s digital platforms. INTI’s counselors at ATTV study clinics provided guidance for students.

Results
In 3 months, INTI had scored straight A’s with the targeted ATTV sponsorship by:-
•generating 2,000+ leads with conversions into enrolment.
•attracting 1,500+ students at study clinics.
•receiving 600+ questions via “Ask INTI”.
•registering 10x increase in INTI Facebook ‘likes’. INTI confirmed the next phase of sponsorship for 2012.