Background

The Situation: Learning Vision, one of the largest providers of corporate-sponsored preschools in Singapore, wanted to create buzz around the rebranding of its curriculum. Its new curriculum trades traditional rote learning for a rebranded vision called "Learning for Life" which spotlights the development of soft-skills, nurturing children who are articulate communicators, intent listeners, empathetic mentors and independent thinkers and problem solvers. The brief: As a hero asset to launch their rebrand campaign, the client requested a “day in the life” online video showing the kids in a typical classroom situation to communicate to parents what "Learning for Life" is all about. The Objectives: • Create buzz and awareness for Learning Vision's rebranded curriculum • Differentiate Learning Vision from other pre-schools by showcasing the benefits/superiority of the "Learning for Life" proposition. • Position Learning Vision as a progressive, future forward pre-school brand.

Describe the strategy

Research: In a cluttered market place of approximately1,300 Singapore pre-schools with similar exam-based curriculums, we found countless "day in the life" videos showcasing "unique" value propositions at work in classrooms. Hundreds of these brand videos showed/said the same thing and all were targeted to the same audience - young millennial parents with children age 5 and below. Our Approach How do we communicate this abstract education concept in a simple way that parents will actually get it...and believe in it? We knew a basic classroom video wouldn’t cut through the internet clutter, so we broke the brief and sold the client on putting the "Learning for Life" approach to the test in the real world with an unscripted approach that was more social experiment than a video production. The end result was a captivating story-telling video with a surprise twist that would clearly show Learning Vision's unique proposition.

Describe the execution

Imagine taking five-year-olds into real-world situations with no lines to read and asking them to interview, coach, and engage strangers in smart conversations….would the kids perform or melt down? Would unsuspecting strangers be willing to participate? Would the interactions be “good TV”? We visited 5 Learning Vision campuses in 2 days to cast the kids (2 kids per part in case of meltdowns) and we shot the video in 2.5 days across 5 locations. Each child had to research their role and the subject matter but they were unscripted and all "extras" were real people that weren't prepared or scripted in anyway. Everyone on set (including the unsuspecting strangers) were amazed by how smart, thoughtful and charismatic these 5 year olds were. The client soon saw the virility and charm of the video and eventually leveraged it for cinema ads for Frozen 2.

List the results

With a paid social budget of $5000 our video performed in the first month achieving: • over 523k Reach, 1.3M Impressions, 21K Engagements, 403 shares, 129 comments • 5,536 visits to the Learning Vision Website • 3699% spike in page impressions, 1905% spike in page reach, 1609% spike in engagements Although an awareness was our primary success metric/KPI, audiences became believers which resulted in Learning Vision achieving more than 61% in business leads during the first month the video ran.