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Coursera SEA: Online Learning Platform Builds Brand Among Upskilling Professionals
Coursera Southeast Asia
56% brand awareness lift in target segment
4.8M professional commuter impressions
39% enrolment increase SEA
The Challenge
Coursera needed to build brand recognition in Southeast Asia among working professionals who knew they needed to upskill but were unfamiliar with online learning platforms or sceptical of their credential value.
The Solution
A sustained 10-week brand campaign across MRT screens in Singapore, KL, and Bangkok used testimonial-style creative from real local graduates who had received promotions or salary increases after completing Coursera certificates.
The Results
56% brand awareness lift in target segment
4.8M professional commuter impressions
39% enrolment increase SEA
"Seeing a real person from your city who got promoted thanks to a Coursera certificate during your morning commute is a fundamentally different and more credible experience than a social media testimonial."
Ramona Lai, Head of Marketing APAC, Coursera
Media Owners
Media Owner
SM Mall Network
Nationwide DOOH coverage across SM Malls — the Philippines' most visited shopping destinations with 300M+ annual visitors.
20 screens
View partner →
Media Owner
Pavilion Media Group
Premium mall DOOH inventory across Kuala Lumpur's Golden Triangle, including Pavilion KL and Suria KLCC.
18 screens
View partner →
Media Owner
Changi Airport Media
Exclusive digital OOH inside Changi Airport terminals — reaching millions of international and domestic travellers.
12 screens
View partner →Bundaran Hotel Indonesia Roundabout
Central Jakarta, Jakarta
From USD 1,200/week
2
screens