The campaign for MAD School’s integrated diploma in Marketing, Advertising, and Design leverages the concept of “another dimension” to illustrate its brand proposition: the program offers a transformative perspective that enhances creativity and strategic thinking beyond conventional viewpoints. By positioning itself as Asia’s only diploma that expands how students perceive and approach creative challenges, MAD School emphasizes its distinctiveness and the practical value of its curriculum, which is validated by internationally recognized awards like D&AD and Crowbar.
The market strategy relies on an innovative digital projection mapping installation, titled “The world’s smallest Open House,” to differentiate the traditional open house format and engage a digitally savvy audience through experiential marketing. Placing this interactive exhibit indoors yet visible to the bustling outdoor environment of Clarke Quay cleverly breaks spatial boundaries, symbolizing the expanded vision the school aims to impart. The campaign further personalizes audience engagement by incorporating visitors’ face shots into the projection, linking individual participation to the creative output showcased. This approach reflects insight into the target demographic—aspiring creative students attracted to novel, immersive experiences that signal both inclusion and innovation. By challenging conventional presentation methods and inviting viewers to “see things differently,” the campaign aligns MAD School’s brand identity closely with its promise to foster unconventional, award-winning creative talent.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because it uses the concept of “another dimension” and the gimmick of “the world’s smallest open house” as symbolic devices to represent MAD school’s uniquely expansive, unconventional approach to creativity and education. The quirky projection mapping and playful reframing of the open house (“visible outdoor to Clarke Quay”) act as metaphors for the expanded perspective the school offers, rather than narrating a concrete problem-solution or unfolding a literal story. The emphasis on discovering new views through the right lens, and integrating individual faces into the showcase, further reinforces symbolized transformation rather than straightforward demonstration or storytelling.
1. Raffles Design Institute – Market Positioning
Raffles Design Institute positions itself as a premier design education provider emphasizing global industry connections and practical expertise. It offers internationally recognized diplomas and degrees with diverse creative courses, leveraging its strong reputation and alumni network to attract students seeking career-ready skills in design, fashion, and digital media.
2. LASALLE College of the Arts – Market Positioning
LASALLE positions itself as a leading arts institution focused on nurturing creativity and critical thinking through contemporary practice. It offers multidisciplinary art and design programs with strong academic rigor, integrating cultural relevance and industry collaboration to prepare students for both local and global creative industries.
3. Nanyang Academy of Fine Arts (NAFA) – Market Positioning
NAFA emphasizes traditional and contemporary art education blended with technical discipline and cultural heritage. It offers specialized courses in fine arts, design, and media, differentiating itself by fostering a strong foundation in craftsmanship alongside innovative creative expression.
4. Singapore Polytechnic (S.P) – School of Design – Market Positioning
Singapore Polytechnic leverages its reputation as a technical education leader, offering practical, industry-oriented design programs aimed at equipping students with hands-on skills and real-world experience. Its strategic collaboration with industry stakeholders ensures graduates are workforce-ready with a focus on applied creativity.
5. James Cook University Singapore (School of Business & IT) – Market Positioning
James Cook University Singapore differentiates itself by integrating creative design thinking within business and IT education frameworks. It emphasizes interdisciplinary learning, preparing students for the evolving market by combining strategic insight with digital innovation, appealing to those seeking a broader scope beyond pure design disciplines.
Q: What is The world's smallest Open House about?
A: The world's smallest Open House is a 2013 digital campaign created by MAD school in Singapore to promote its integrated diploma in Marketing, Advertising, and Design. Conceived and executed by the MAD school team, the campaign centers on a quirky digital projection mapping installation that showcases award-winning student work. The installation, held indoors but visible outdoors at Clarke Quay, reimagines the traditional open house format by inviting passersby to experience the school’s creative ethos in a micro, immersive digital space. The campaign also features an interactive element where visitors’ faces are integrated into the projection, reinforcing the school’s commitment to personal engagement and creative innovation.
Q: What creative device does The world's smallest Open House use?
A: The world's smallest Open House employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard's 12-format taxonomy. This approach uses symbolic visuals and exaggerated metaphors—specifically, the concept of “another dimension” and the playful framing of the “world’s smallest open house”—to represent MAD school’s promise of expanding creative and strategic perspectives. Rather than presenting a literal narrative or direct demonstration, the campaign leverages projection mapping and interactive participation to visually embody the transformative educational experience MAD school offers, aligning the creative device with the brand’s core message of seeing the world differently.
Q: What is the campaign proposition for The world's smallest Open House?
A: The campaign proposition for The world's smallest Open House positions MAD school’s integrated diploma as a transformative program that redefines how students approach creativity and strategic thinking. Targeting aspiring creatives in the education sector, the campaign asserts that MAD school is the only institution in Asia offering a diploma that fundamentally expands students’ perspectives, validated by international accolades such as D&AD and Crowbar awards. By using an innovative digital showcase and interactive engagement, the campaign underscores the school’s commitment to fostering unconventional, award-winning talent and signals to prospective students that MAD school is a pioneer in creative education.
Q: How does The world's smallest Open House rank in Clapboard's archive?
A: The world's smallest Open House holds a Clapboard Campaign Score of 72/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the education and creative advertising sector.
Q: Who are the competitors in MAD school's category?
A: In the education market, MAD school competes with several prominent institutions. Raffles Design Institute is known for its global industry connections and career-focused creative programs, while LASALLE College of the Arts emphasizes contemporary practice and multidisciplinary learning. Nanyang Academy of Fine Arts (NAFA) blends traditional craftsmanship with innovative expression, Singapore Polytechnic’s School of Design focuses on practical, industry-oriented training, and James Cook University Singapore integrates creative design thinking within broader business and IT curricula, appealing to students seeking interdisciplinary expertise.
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