At Nanyang Technological University, our 2025 alumni particulars update exercise applied a deliberate return to fundamentals—prioritizing clarity and focus. Anchored on a single call-to-action, the campaign achieved a dramatic rise in responses, from just over 400 in 2024 to more than 11,000 in 2025: a 27-fold increase. The responses spanned 81 countries, demonstrating strong global resonance. By stripping away competing messages and design-heavy elements, we made the purpose unmistakable and frictionless for alumni. Sending the call as a standalone email significantly increased message prominence. This approach demonstrates that simplicity and audience-centric design can outperform resource-intensive approaches.
From the Judges
This submission earned strong praise for its highly effective, data-driven approach that proves the immense power of simplicity and a single call to action. The team achieved great return on investment through a smart allocation of budget, staff, and time. This entry serves as a highly adaptable model that other institutions could easily implement to meet their own objectives.
