NUS Pitch It 2018- A premier marketing competition for tertiary students in Singapore

(From left) Ho Hin Yang from FRANK by OCBC and four out of the five winners of Pitch It! 2018, namely Phay Bao Yu Melissa, Ng Jing Wen, Mallorie, Lee Yong Wei Ignatius and Wee Xuan Yi.


By Adele Tan Ren-Ai

Pitch It! 2018 is a Tertiary-wide Integrated Marketing Campaign Competition organised by the NUS CNM Society. This year marks the fifth edition of Pitch It! and it was organised in partnership with FRANK by OCBC and GOVT. With a total of 172 participants, making up 36 groups, each team had to put together an integrated marketing campaign to address a challenge posed by FRANK by OCBC. The challenge was:

How might we improve the OCBC Pay Anyone app to make it more inclusive and easily adopted?

Participants at the Opening Briefing for Pitch It! 2018 at the Shaw Foundation Alumni House in NUS on 3rd September 2018.

There were a total of 172 participants present from various tertiary schools in Singapore.










During the Opening Brief, Prof Audrey, the Head of CNM was invited to give a welcome speech. All teams received three masterclass held by FRANK by OCBC, GOVT and Ms Satveer Kaur who is an Instructor with the NUS Chua Thian Poh Community Leadership Centre, as well as at the Department of CNM. After the first round whereby teams had to submit their pitches along with any other deliverables, FRANK by OCBC narrowed down to the top five teams who could proceed on to the final round; of which two teams were from NUS CNM. These five teams were then mentored by FRANK by OCBC and GOVT to refine their pitches and further develop them. The final session was held at OCBC Campus on 8th October 2018, with a panel consisting of panellists from FRANK by OCBC, GOVT and the CNM Department. A team consisting of 4 students from NTU Wee Kim Wee School of Communication and Information and 1 student from Singapore Institute of Technology emerged as the champion for Pitch It! 2018.


The Winning Pitch (excerpt submitted by winning team)

Currently, every bank has been promoting their apps in a very product-oriented fashion, bringing attention to the features of the app and general benefits in a direct manner – such as how using the app is very convenient and simple to use. This has been the conventional way that banks have been using to promoting cashless payment apps. However, we believe that our target audience- Millennials, are not receptive or fond of hard-selling and blatant messaging.

Our creative expression: “Don’t be that guy, just use Pay Anyone!” aims to have the audience perceive OCBC Pay Anyone as less burdensome than cash by helping the audience realise the benefits of Pay Anyone through self-reflection. When we say “don’t be that guy” – we all know that one guy who’s always late, that guy who always losing his things, or that guy who always blinks in photos. Nobody wants to be that guy – because being that guy means sticking out for the wrong reasons. He draws negative attention to himself, inconveniences others, and may even upset or frustrate others. With the help of our key insight that image consciousness is synonymous with millennials, we believe our creative expression will get them to reflect on their own experiences with cash and realise how burdensome it may be compared to using Pay Anyone on their own.

One example of how we are tying this idea to our tactics would be our recommendation to include a bill-splitting feature that helps to track payments and send automatic reminders in Pay Anyone. By including a feature that facilitates the bill-splitting process from beginning to the end, users no longer have to deal with “that guy” who does not remember to pay his share of the bill.

Implemented in NTU where almost all stores in NTU already accepts QR scanning as a mode of payment- we are confident our tactics will encourage our audience to adopt the app and integrate it into their daily living.


The Organisers


Several members of the 14th NUS CNM Society who had contributed to the success of Pitch It! 2018. Spearheaded by Adele Tan Ren-Ai, Project Director of Pitch It! 2018 and Quinntasha Ong, President of the 14th NUS CNM Society (5th and 6th from the left, respectively).
Behind the success of Pitch It! 2018, is the CNM Society. Spearheaded by Adele Tan, the Project Director of Pitch It! 2018, and Quinn Ong the President of the CNM Society, Pitch It! was the biggest external project for the society. With help from CNM’s Industry Advisory Council, the society was able to quickly secure a partnership with FRANK by OCBC and GOVT through CNM alumni networks. The CNM Society also actively promoted and publicized to students both on social media, and on the ground at various tertiary school visits. They also leveraged on FASStival, Student Life Fair, and various other student groups such as the NUS Engineering Society, Psychology Society and Political Science department to get a wider reach into the NUS community. These helped immensely in attaining one of the highest turnouts in the history of Pitch It! competitions.


(Extreme left) Dr Jiang Shaohai the NUS CNM Society Advisor, (2nd from right) Ho Hin Yang from FRANK by OCBC, (Extreme right) Jegan Das Haridas from GOVT, and (Middle) the five finalist groups who had entered into the final round of Pitch It! 2018.

Dr Jiang, FRANK by OCBC, and GOVT were given gifts of appreciation by the NUS CNM Society.











Dr Jiang Shaohai, the CNM Society Advisor expressed how proud he was of the CNM Society; saying that he was extremely impressed with how Pitch It! 2018 had turned out, where Adele, Quinn and their Society had made great efforts in making it a very successful event.
As the Project Director of Pitch It! 2018, I would like to thank Prof Audrey, Dr Jiang, the CNM Department, FRANK by OCBC, GOVT, as well as my CNM Society for their support and help rendered throughout this year and a half long project. Each of you have played an important part in making Pitch It! 2018 a huge success!


More about Pitch It! 2018

Past clients that Pitch It! has formed a partnership with include VISA, Singapore Press Holdings and MediaCorp. This year, students from National University of Singapore, Nanyang Technological University, Singapore Management University, Singapore University of Social Sciences, Singapore Institute of Technology, Temasek Polytechnic, Singapore Polytechnic, Republic Polytechnic, and Nanyang Polytechnic participated in the competition.

Too keep up to date with future CNM events, follow CNM Society on our social media – Website, Facebook, YouTube, and Instagram. Catch more of Pitch It! 2018 at the official gallery.
Want To Work With CNM?

Excited about what we do at CNM? If you are an organization or individual that is passionate and interested in working, mentoring and communicating with our students, reach out to us by leaving a comment below.

CNM and ARI Research Talk: The Question of China and the West in World Philosophy- Presented By Steve Fuller


This talk will survey the changing relationship between the ‘West’ and ‘China’ as representative of certain cultural and philosophical ideals, especially the contemporary significance of that relationship, given the recent re-emergence of China as a global superpower. In this context I will pay special attention to the claims made in Bryan van Norden’s new book, Taking Back Philosophy: A Multicultural Manifesto, which appeals in part to Chinese philosophy as a foil for Western philosophy.


Steve Fuller is Auguste Comte Professor of Social Epistemology in the Department of Sociology at the University of Warwick, UK. Originally trained in history and philosophy of science, Fuller is best known for his foundational work in the field of ‘social epistemology’, which is the name of a quarterly journal that he founded in 1987 as well as the first of his more than twenty books. From 2011 to 2014 he published a trilogy relating to the idea of a ‘post-‘ or ‘trans’ human future, all published with Palgrave Macmillan under the rubric of ‘Humanity 2.0’. His most recent books are Knowledge: The Philosophical Quest in History (Routledge 2015) and The Academic Caesar (Sage 2016). His works have been translated into over twenty languages. He was awarded a D.Litt. by the University of Warwick in 2007 for sustained lifelong contributions to scholarship. His latest book, Post-Truth: Knowledge as a Power Game, is published by Anthem Press in 2018.

24 April 2018
4:00 PM – 5:30 PM

Faculty of Arts and Social Sciences, Block AS8, #04-04
ARI Seminar Room

If you are an NUS Staff or Student, register online at:


CNM Research Talk: Queer will: Hikikomori as willful subjects- Presented By Dr Rosemary Overell


This presentation considers hikikomori as willful subjects. The hikikomori are a portion of the Japanese population who withdraw into their homes. These are mostly young people (between 15 and 35) and mostly young men. The focus of this presentation is how hikikomori constitute a challenge to dominant national imaginaries of Japan as a ‘corporate-family system’ (Allison 2013). This presentation analyses popular media and psychiatric representations of hikikomori, particularly from Saitô’s (2013) work as exemplifying Ahmed’s (2014) notion of willful subjects. It is argued that the hikikomori’s apparent willfulness produces them as Queer subjects who are out of place and pace with the dominant heteronormative, masculinist culture of contemporary Japan.


Rosemary Overell completed a doctorate, majoring in cultural studies and Japanese studies, at the University of Melbourne in 2012. Her thesis, Brutal: Affect Belonging In, and Between, Australia and Japan’s Grindcore Scenes, explored how fans of grindcore metal music feel ‘at home’ in scenic spaces. Rosemary’s research included two years of ethnographic fieldwork in Osaka, Japan, as well as in Melbourne, Australia. Rosemary has taught for a number of years at the University of Melbourne in cultural studies, Asian studies, media studies and cultural geography. Between 2011 and 2013 she co-ordinated subjects on popular music cultures and lifestyle and consumer cultures.

In 2014, Rosemary published her book Affective Intensities in Extreme Music Scene with Palgrave. Currently, she is teaching two second-year communications subjects and working on nikkeijin migrants and youth cultures in Nagoya, Japan. She is also interested in experimental ethnographic methodologies.

She is also a member of the Performance of the Real research theme steering group.

20 April 2018
3:00 PM – 4:00 PM

NUS Central Library
CLB-04-04, Theatrette 1

If you are an NUS Staff or Student, please register at

Random Blends 2018

Random Blends is 10 years old. It’s the showcase event for NUS’ Department of Communications and New Media, and will feature over 25 compelling projects by students, alumni and staff. Playing on the prefix ‘re’- commonly used in reduce, reuse and recycle– Random Blends is our re:ply to an environment desperately crying out for change. We challenge your ideas about the environment through interactive and out-of-this-world exhibits. Experience innovative applications of technology, and join us as we explore the socio-political environments that surround us. Immerse yourself in thought-provoking artifacts, stories and campaigns that are firmly anchored in urgent social issues.

Together with Zero Waste SG, PM Haze, Seastainable Co.,The Sustainability Project, Books and Beer, and Haikini, CNM invites you to a space of collective responses, thoughts, emotions and hopes for environmental sustainability. Be part of a unique eco-sustainability movement that blends modern tech with environmental awareness.

Random Blends will be at University Town on 5 – 6 April 2018. Join us!

CNM Research Talk: Defamiliarisation and Poetic Gameplay in Art Games- Presented By Assistant Professor Alex Mitchell


Certain video games tend to be perceived as somehow different from the mainstream, not conforming to the expectations that most players bring to games. One common feature of these art games is the way that they often defamiliarize some aspect of the game experience by undermining player expectations so as to achieve a poetic effect.

Starting from Shklovsky’s notion of defamiliarization and Utterback’s concept of the poetic interface, Alex Mitchell draw parallels between poetic language and the techniques used in games to create what he refers to as poetic gameplay: the structuring of the actions the player takes within a game, and the responses the game provides to those actions, in a way that draws attention to the form of the game, and by doing so encourages the player to reflect upon and see that structure in a new way.

In this talk, Alex will provide an overview of the work done to develop the concept of poetic gameplay, including a series of close readings of art games, empirical studies of player response to art games, and the development of a collection of “literary devices” that appear in these games. He will also discuss ongoing work to describe these literary devices in the form of design patterns, and preliminary results from a study of the use of these patterns by game designers. He will then conclude by sketching out proposed future work to explore the relationship between defamiliarization and repeat experience of interactive artworks, and to understand the relationship between poetic gameplay and aesthetic experience.


Alex Mitchell teaches interactive media design in the Department of Communications and New Media at the National University of Singapore (NUS). Alex’s current research investigates various aspects of computer-based art and entertainment, focusing in particular on games and interactive stories. He has a BSc and an MSc in Computer Science from the University of Toronto, Canada, and a PhD from the NUS Graduate School for Integrative Sciences and Engineering. His recent publications include “Rereading and the SimCity Effect in Interactive Stories” in Interactive Storytelling (2015), “Making the Familiar Unfamiliar: Techniques for Creating Poetic Gameplay” in DiGRA/FDG 2016, and “Making it Unfamiliar in the Right Way: An Empirical Study of Poetic Gameplay”, in DiGRA 2017. His creative work has been shown at venues such as the Displacements exhibition (13 Wilkie Terrace, 2013); Passports: Through the Red Dot Into Other Worlds (Lorong 24A Shophouse Series, 2013); Seni Mini (Mi Casa Su Casa, 2014); Print Lab (Grey Projects, 2014); Interstitium (Lorong 24A Shophouse Series, 2015); 50 Obsessions (LaSalle College of the Arts, 2015); and Repurposing Nostalgia (42 Petain Road, 2016). His fiction has been published in Dark Tales, Balik Kampung 2, and in several issues of the Twenty-Four Flavours series, a collection of flash fiction published by Math Paper Press. He was the general chair for the International Conference on Interactive Digital Storytelling (ICIDS) 2014, and is a member of the ICIDS steering committee.

23 March 2018
3:00 PM – 4:00 PM

NUS Central Library
CLB-04-04, Theatrette 1

Register at

Student Showcase: Take 3, Fight HPV- Prevent Cervical Cancer

Join CNM students at University Town, who are currently doing an Independent Study Module to outreach to female students about HPV vaccinations.

Where to find them?

Date: 15 – 16 March 2018
Venue: University Town Plaza

Other Resources:


CNM-CARE Research Talk: Rethinking Censorship In An Age of Authoritarian Resilience- Presented By Professor Cherian George



Most discussions on media freedom implicitly contrast it to totalitarian control. While it is intuitively appealing to think of liberty as the opposite of tyranny, this binary framework does not help us understand how today’s authoritarian regimes sustain themselves. Integrating empirical research on censorship practices, this presentation considers how media policies contribute to authoritarian resilience, with a particular focus on Asia, including Singapore. Although not ideologically opposed to spectacularly repressive methods, many states have shifted to stealthier forms of censorship. They also apply differential levels of censorship, allowing selective liberalisation to enhance their legitimacy among publics and co-opt large segments of the media and culture industries, while stifling communication that would potentially challenge their political dominance.


Cherian George is professor of media studies at Hong Kong Baptist University. He researches media and politics, including freedom of expression, censorship and hate propaganda. He is currently working on a book on media and power in Southeast Asia for Cambridge University Press. His previous books include Hate Spin: The Manufacture of Religious Offense and its Threat to Democracy (MIT Press, 2016), and Freedom from the Press: Journalism and State Power in Singapore (NUS Press, 2012).

28 March 2018
2:30 PM – 3:30 PM


Faculty of Arts and Social Sciences
Block AS4, #01-19

Ngee Ann Kongsi Auditorium
University Town

Register at

CNM Research Talk: Journalism and Media in the Age of Trump- Presented By Professor Lars Willnat


This past year, the political press in the U.S. has faced relentless assault from President Trump. Media organisations are accused of bias and for circulating fake news. At the same time, Facebook, Twitter and other digital media have disrupted mainstream media, offering users a continuous stream of news curated by proprietary algorithms. While these developments have undermined the credibility of traditional media, persistent scandals in the White House have provided the U.S. press with an opportunity to demonstrate that Journalism Matters. Professor Lars Willnat examines the current state of the media in the U.S. and abroad, and delve into issues of political polarisation and populism.


Lars Willnat is the John Ben Snow Research Professor, an endowed chair, in the S. I. Newhouse School of Public Communications at Syracuse University, Syracuse, New York. He was previously the director of the School of Journalism and Media at the University of Kentucky, and earlier taught at Indiana University in Bloomington, Indiana, the George Washington University in Washington, D.C., and the Chinese University of Hong Kong. He also served as a Fulbright Distinguished Lecturer in Malaysia and South Korea and currently holds a 1000-Talent Chair Professorship at Tianjin Normal University in China. His teaching and research interests include journalism studies, media effects on political attitudes and behaviors, cross-national and comparative survey research, and international communication. He is author of more than 50 journal articles and book chapters and coeditor of five books: The American Journalist in the Digital Age (2017), Social Media, Culture and Politics (2014), The Global Journalist in the 21st Century (2012), Empirical Political Analysis: Research Methods in Political Science (2010), and Political Communication in Asia (2009).

16 March 2018
2:00 PM – 3:00 PM

NUS Central Library
CLB-04-04, Theatrette 1

Register at

CNM Research Talk: See Yourself Sensing: Redefining Human Perception, The Sensory Apparatus And The Future Of Human- Presented By Professor Madeline Schwartzman


Did you know that we can see with our tongue? Will robotic hair become our next important digital tool? What ways will we use technology to remember plants after they have been destroyed? Madeline Schwartzman presents her research of artists and designers exploring the future of the human senses, the human head, and our technological relationship with nature. Her talk stems from her personal design, architecture, and artistic practices along with her research from her two books and current exhibition.

See Yourself Sensing: Redefining Human Perception (2011)– is the first book to survey the fascinating intersection between design, the body and the senses over the last fifty years, from the utopian pods, pneumatics and head gear of the 1960’s, to the high-tech prostheses, wearable computing, implants, and interfaces between computers and the human nervous system of the recent decade.

See Yourself X focuses in on our fundamental perceptual domain- the human head—presenting an array of conceptual and constructed ideas for extending ourselves physically into space. This includes all forms of physical head augmentation, including new organs, hair extensions and hairdos, masks, head constructions and gear, headdresses, prosthetics and helmets by artists, designers, inventors and scientists.

See Yourself E(x)ist looks at how artists envision our human future in nature- our poetic attempts at agency, our technological advances, and our futile role in the intricate and complex web of all living things.The art acknowledges the elegance of futility, the strangeness of attempts at permanence, and the absurdity of technological advances.


Madeline Schwartzman is professor at Columbia, Barnard and Parsons. This writer, filmmaker and architect explores human narratives between art, design, technology and nature. Her books, See Yourself Sensing, See Yourself X and current exhibition See Yourself E(x)ist propose insights into a weird and wonderful future.

20 February 2018
3:00 PM – 4:00 PM

NUS Central Library
CLB-04-04, Theatrette 1

Register at