The Brief

We at Birla Children’s Future Solutions designed - www.notjobsbutpassion.com – with a unique insight that “children seek passions and not jobs.” The website offered parents a unique online test that scientifically assessed their child’s aptitude and personality tests and recommended possible career plus education options. Parents could now spot their child’s passion early on and eventually secure it with funds from Birla Children’s Future Solutions. Brief: How do we get parents to visit our website www.notjobsbutpassion.com, take the online test and secure their child’s future with Birla Children’s Future Solutions? Idea: We show parents the future. Their child’s future.

Creative Execution

Seeing the name of their child on the visiting cards of any number of different professions was unexpected, sudden and surreal. High on emotions, the idea struck a chord with parents. It gave them a glimpse of their child’s future. They were also reminded that they had the power to secure it with just a few clicks. And see their child grow up to be anything he/she chooses to be - Wildlife Photographer, Doctor, Engineer, anything. With a guarantee that Birla Children’s Future Solutions would empower their child to chase his/her passion.

Describe the creative solution to the brief/objective.

Armed with a loyal database of existing customers and possible new customers, we targeted parents of children aged 5-15. Next, we handpicked the most admired companies, desired professions and also upcoming offbeat careers – basically a diverse offering of passions a child can be expected to have and boxed their visiting cards with a surprise addressed to the parent. Parents were pleasantly surprised to see the name of their child on all of the visiting cards and the many career options their child could choose from. The result: Parents understood that their child’s future was now in their hands.

Results

Within just three weeks of launch, the website www.notjobsbutpassion.com received over 12,000 unique visitors. Of which 9,786 parents took the online test and 5,901 secured their child’s future with Birla Children’s Future Solutions. The low-on-budget high-on-impact idea spread by word of mouth and this added to inquiries and interest in the product. Till date, over 32,000 parents have secured their child’s future with Birla Children’s Future Solutions, a fact proudly mentioned on the website. And soon the idea will travel to more cities across India securing the future of thousands of children.