Dr Mumbo

Limited resources

Van GoghDr Mumbo has come across an intriguing media strategy for a campaign that was quite possibly created to win an award and little else.

The campaign, a series of drawings of famous artists crafted from famous quotes, popped up on Campaign Brief Asia’s website the other day. The headline read: ‘Famous quotes help admissions to the Lasalle School of the Arts via Grey Singapore’.

The idea behind the campaign is to “push awareness and drive in admissions” to mark La Salle’s anniversary, we’re told in the story. 

Curious, Dr Mumbo contacted the client. So, where did the campaign run?

In a local publication called tabla!, he was told. Tabla! is a free newspaper targeted at the Indian diaspora given out at 7Eleven stores on Fridays. It also ran within the grounds of the college itself.

Lasalle campaignSo, a campaign to tell the world about a college that doesn’t leave the college? Interesting.

An email then popped into Dr Mumbo’s inbox from Lasalle’s advertising agency, Grey. Dr Mumbo asked the agency about its media strategy.

The agency said:

Due to limited resources, a strategic decision was made to run the campaign during an open house event at La Salle and tabla!

Dr Mumbo wonders if limited resources will mean that this campaign will not be entered into Cannes this year…


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