ENGAGE IN A BETTER SPACE by OMD Hong Kong for HKU SCHOOL OF PROFESSIONAL AND CONTINUING EDUCATION

ENGAGE IN A BETTER SPACE

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Industry Colleges, Universities & Education Centers
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency OMD Hong Kong
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: HKU SCHOOL OF PROFESSIONAL AND CONTINUING EDUCATION
Product/Service: COMMUNITY COLLEGE
Date of First Appearance: Mar 30 2010
Entrant Company: OMD HONG KONG, HONG KONG
Entry URL: http://hkuspace.hku.hk/
Business Director: Louise Woo (OMD)
Digital Manager: Edward Tam (OMD)
Strategic Planning Director: Deric Wong (OMG)
Strategic Planning Executive: Francis Liew (OMG)
Media placement: Online - www.facebook.com - 30 March 2010

Insights, Strategy & the Idea
HKU SPACE Community College offers an alternative route to a local university degree for those who do not get an offer. As a subsidiary of HK University, HKU SPACE CC is perceived as a prestigious but “distant” brand.

Our challenge was to bring HKU SPACE CC ‘closer’ to the prospective students and drive early admission applications to preempt the competition.

Our target audience was senior secondary school leavers (17-19 years old). For this group, final examination is a very stressful and anxious period. From exams, results release to course enrolment, peer support is important to ease their stress. Their main outlet for releasing stress is to discuss amongst their peer groups.

This was an opportunity for us, and therefore our strategy was to tap into this great brand opportunity to connect with prospective students by engaging them in the same ‘space’ and be part of their examination community.

Creative Execution
Without surprise, 92% of Post-90s go online every day and Facebook is their no. 1 site (73%).

We built a community for prospective students via the first-ever Facebook application in a Hong Kong education institute, empowering them to give each other support during those nerve-wracking exams and foster a closer brand relationship organically.

Students simply input their exam schedule, they can instantly see if their Facebook buddies are taking the same exam, which examination hall they will attend on Google map, discuss and arrange going to the exam together.

Students can even create their own personal calendars and receive email/SMS reminders before tests. What’s more, they can join discussions with others to review courses, cheer for each other and share exam preparation tips.

Unlike most Facebook applications which were developed for fun, ours was more practical and strategically linked to business. We were able to collect email/mobile contacts of the prospective students for follow-up.

Results and Effectiveness
The result was encouraging!

On day one, 2,000 users downloaded our Facebook application with zero media support that quickly grew to a total of 12,000 users.

Over 64,000 page-views on Facebook and over 11,000 views on forums’ posts were registered.

51,000 eDMs and 29,000 SMS connections were made which contributed close to 12,000 registrations received out of a pool of 86,000 exam students. That’s +46% growth in student applications over the last academic year.

In total, our new students intake grew by +22.4% YOY! Remarkable, given that we only spent less than HK$40,000 (USD 5K) in media for the campaign promotion.