One up for in­no­va­tive ad­ver­tis­ing

The Star Malaysia - Star2 - - HIGHER EDUCATION -

IN the age of com­pet­i­tive mar­ket­ing com­mu­ni­ca­tion, even an out­stand­ing prod­uct or ser­vice can hardly move for­ward or get muf­fled by busi­ness ri­vals with­out the push from ef­fec­tive ad­ver­tis­ing, which re­quires cre­ativ­ity now more than ever.

This also ap­plies to en­deav­ours to rein­vent the education sec­tor with un­con­ven­tional ideas.

One such idea is ChemCaper, the world’s first ed­u­ca­tional RPG ( role play­ing game), which brings into dig­i­tal realm the learn­ing of Cam­bridge IGCSE Chem­istry, fa­cil­i­tat­ing un­der­stand­ing of the sub­ject through im­mer­sive 3D game­play.

Prior to its launch and still in its fi­nal stages of de­vel­op­ment, ChemCaper has gar­nered over 580 me­dia cov­er­ages partly thanks to The One Academy grad­u­ates.

Un­der the de­vel­oper, ACE EdVen­ture Group, the mar­ket­ing ef­forts for ChemCaper earned two Gold awards at the pres­ti­gious Sum­mit Cre­ative Award 2015 in two cat­e­gories – Print Ma­te­ri­als and Education Mar­ket­ing.

The Sum­mit Cre­ative Award in­ter­na­tion­ally recog­nises tal­ents in the ad­ver­tis­ing field.

The re­sponse to­wards ChemCaper dur­ing the Game De­vel­op­ers Con­fer­ence 2015 and Game Con­nec­tion Amer­ica 2015 in San Fran­cisco was over­whelm­ing and was fea­tured on a Times Square bill­board.

“For the game con­fer­ence, in­stead of a typ­i­cal press re­lease write- up, we were in­spired to cre­ate the com­plete game pack­ag­ing it­self,” said brand de­signer Kenta Choo.

“Be­sides press kits, we also put to­gether fun, cap­ti­vat­ing and play­ful mar­ket­ing col­lat­er­als such as en­gag­ing pop- up busi­ness cards, a map of Cam­pUngku ( a town in the ChemCaper game) for the game’s brochure, me­dia kits that are pack­aged like a Col­lec­tor’s Edi­tion game box and but­ton badges with witty Chem­istry word­plays,” said ChemCaper’s pro­ject vi­su­aliser Rox­anne Tan.

Us­ing hu­mour and word­play, names of char­ac­ters, minigames, quests and game items cor­re­spond to con­cepts found in Chem­istry.

For The One Academy’s Ad­ver­tis­ing and Graphic De­sign Grad­u­ate Tan, the big­gest chal­lenge was to mar­ket the prod­uct across the cat­e­gories of Education and Game.

“We have to make sure that it ap­pears rel­e­vant to both cat­e­gories and ap­peals to our tar­get au­di­ence as well be­cause this will af­fect the out­come of the de­sign and the mes­sage that we are try­ing to de­liver to our au­di­ence,” she ex­plained.

“It is sim­ply find­ing the right bal­ance be­tween both education and game cat­e­gories.”

Grad­u­ate in BA ( Hons) Graphic De­sign, Choo cred­its The One Academy for his suc­cess as the col­lege’s holis­tic syl­labus, “Masters Train Masters” phi­los­o­phy ( where guest lec­tur­ers from the cre­ative in­dus­try present their real ex­pe­ri­ences) and con­stant en­cour­age­ment to par­tic­i­pate in com­pe­ti­tions have moulded him into a sea­soned artist for this pro­ject.

For Tan, “TOA has pro­vided me the plat­form to ex­pand my de­signs skills and en­hanced my skills de­vel­op­ment as well as pro­vided me the ex­po­sure and also made me qual­i­fied to en­ter the education and game in­dus­try as a vi­su­aliser.”

Ad­ver­tis­ing acts as a launch­ing pad for ChemCaper to draw more at­ten­tion.

As one of the lead­ing cre­ative in­sti­tu­tions in the re­gion, The One Academy is com­mit­ted to pro­vid­ing the best art education through diploma and de­gree cour­ses.

It of­fers Ad­ver­tis­ing and Graphic De­sign, Dig­i­tal An­i­ma­tion with Game De­vel­op­ment, In­te­rior Ar­chi­tec­ture and De­sign, Film Vis­ual Ef­fects, Mul­ti­me­dia De­sign with Dig­i­tal Me­dia & In­ter­ac­tive De­sign, Il­lus­tra­tion, Movie and Game Art, ESMOD Fash­ion De­sign and Pat­tern Mak­ing and Fine Arts.

The One Academy of Com­mu­ni­ca­tion De­sign was es­tab­lished in 1991 with the aim of pro­mot­ing the re­gion as the world’s cen­tre of cre­ative ref­er­ence.

Strate­gi­cally lo­cated in Ban­dar Sun­way, Se­lan­gor, with branches in Ge­orge Town, Pe­nang, and Bei­jing, China, it is to­day a top­notch lead­ing in­ter­na­tional in­sti­tute in art, de­sign and cre­ative mul­ti­me­dia, renowned with grad­u­ates who steer suc­cess­ful ca­reers in cre­ative cap­i­tals world­wide.

For more in­for­ma­tion on The One Academy, visit www. toa. edu. my or call 03- 5637 5510 or e- mail en­quiry@ toa. edu. my.

Tan with her cer­tifi­cate and tro­phy from her Gold sum­mit cre­ative Award 2015 win.

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