The Brief

In Thailand, mental math school market is dominated by international brands. Dr. Miang Mental Maths School is a small local chain in the market compared to other brands, which have huge budget support in advertising. Dr. Miang is opening the new branch at Sammakorn village and they would like to promote the brand as well as the course. Huge blast in TVC or mass media seems impossible and not worth to spend. How small local brand with even smaller budgets can get noticed?

Describe how the promotion developed from concept to implementation

'Dr. Miang Mental Maths' students can actually calculate as correct and fast as calculator. So, we utilize a live demonstration of 'our product'. We put them sit by the cashier machine in Villa supermarket and let them calculate total amount of each basket for the customers. After they shout the result, cashier staffs will double check with the machine if it is correct. They are called 'Kidculators'.

Describe the success of the promotion with both client and consumer including some quantifiable results

2,470 brochures were successfully distributed over one weekend. = 108 new enrollments

Explain why the method of promotion was most relevant to the product or service

Showing them how genius the kids are and their kids could become, is the smart way to urge the interest. They would be a poster standee placing in front of the store for contract number and website. In the poster, it announces the promotion and convinces them to register for their kids today for 1-hour free class, in limited period.