"I'm UII" Hits Jakarta Streets via Public Transport as University Builds Visibility Through Creative Branding
Amid fierce competition among universities and rapid digital transformation, campuses can no longer rely solely on longstanding reputations. Higher education institutions must devise effective marketing strategies to attract prospective students by building their image, expanding visibility, and reaching the public in spaces closer to everyday life.
This is precisely what Universitas Islam Indonesia (UII) has done. Rather than depending entirely on digital promotion, UII has brought its campus identity into public spaces through public transport. In Jakarta, the “I’m UII” livery now features on TransJakarta fleet vehicles, greeting thousands of passengers daily.
UII Rector Prof Fathul Wahid explained that the decision to advertise on public transport was driven by an awareness that public memory tends to be short. UII therefore feels the need to continually remind the public of its existence and achievements.
“It’s about reminding the public, because we’re aware that public memory is short. That’s why we keep reminding them that we exist, that we’re active, that we have achievements, and that we have alumni spreading great benefit. The hope is that it can influence their decision-making,” he said after attending the Workshop on Improving Higher Education Management Capacity held at Universitas Islam Al-Azhar on Monday (16 February 2026).
Previously, UII had also placed similar branding on Trans Jogja buses as well as train services including the Sancaka and Taksaka trains, which travel strategic intercity routes. For Fathul, public transport is not merely an advertising medium — there is a philosophy behind it.
Prof Fathul noted that choosing Jakarta as one of the promotional locations carries historical significance. UII was originally established in Jakarta before later developing in Yogyakarta. The presence of advertising in the capital is therefore interpreted as a symbol of “coming home.” Meanwhile, placing advertisements on trains running routes as far as Surabaya symbolises the expansion of UII’s reach to various regions.
“UII was originally born in Jakarta, so for us it’s like ‘coming home’ to Jakarta. And recently, when we placed adverts on trains going all the way to Surabaya, that’s a symbol of expansion, roughly speaking,” he said.
On another note, the use of public transport is also seen as a contribution towards reducing pollution and consumption of non-renewable fossil fuels. The promotional campaign thus also carries a sustainability message. The university wants to be associated with a more environmentally friendly lifestyle, in line with efforts to reduce non-renewable energy consumption.
When asked about the possibility of creating its own transport service for promotion, Fathul responded light-heartedly.
“We wouldn’t go as far as having our own public transport. We share responsibilities with business operators — one mustn’t monopolise the good deeds,” he quipped.