NTU’s magazine, HEY!, is a key communication programme to raise awareness of NTU’s strengths and build positive perceptions of the University amongst prospective, current and past students. In 2018, NTU’s new President launched his NTU Smart Campus vision. To bring NTU’s brand position as a Smart Campus to life in its communications, the team turned the award-winning HEY! into a tech-enabled “smart magazine” that combines print seamlessly with augmented reality (AR) using the NTU HEY! AR app. Conceptualised and executed entirely inhouse without any increase in budget, the campaign exceeded its communication targets, raising the bar for magazine communication in the higher education sector.