Why is this work relevant for Media?

Nowadays everything is on media, and our target audience, students, and parents receive a lot of information from all type of media. We want to reach to our customers as close as possible. Therefore we choose to create these four movie fr sharing and posing on various platform of media.

Background

King's College International School Bangkok is a King's College School Wimbledon International School. The brief is King's Bangkok believing in 'A great heart takes you further, the whole school is committed to the values of good manners, kindness and wisdom. The King's Bangkok approach at all levels encourages students to look beyond the academic curriculum, which is demonstrated by the vibrant success of its various departments. We want girls and boys at King's Bangkok to be recognised not only for their many talents, but above all for their courtesy and humanity. Our objective is to attract parents and students, who share the same values as us which are good manners, kindness and wisdom as well as a whole-child education to develop well-rounded students, to enroll at the school and enjoy the educational experience provided until they graduate for their destination universities.

Describe the creative idea / insights (30% of vote)

The creative idea was that we had no script for the teachers. We only asked the questions on behalf of the parents who may wish to learn who these teachers were. We believe that the teachers, through the rigorous selection process of 3 rounds of interviews including the final one at the mother school in the UK, will not only stand out on each individual but also represent the school’s belief towards education. The final creative execution was to weave each teacher’s story together into 4 stories - why they want to be a teacher, what values they uphold, what their classes look like, and what made a great teaching team for the children - and created them as if the audience were the interviewer themselves. 

Describe the strategy (20% of vote)

It has been said that at this school, every teacher has to pass through 3 rounds of interviews including the final one at the mother school in the UK as well. From over 1500 applications, only 38 were selected to teach within the first year. Therefore, we want to create a movie where the audience can feel as if they are interviewing these teachers themselves with the narrative of the movie made without using a script at all. We chose a method of interviewing teachers with questions such as why you want to be a teacher and share experiences you will never forget. We encourage them to talk naturally in order to fully express the thoughts of each teacher and gradually lead to the honest answer which is then compiled and shown through 4 short films.

Describe the execution (20% of vote)

We chose a method of interviewing teachers with questions such as why you want to be a teacher and share experiences you will never forget. We encourage them to talk naturally in order to fully express the thoughts of each teacher and gradually lead to the honest answer which is then compiled and shown through 4 short films. Then we released the films - one at a time. Always start with why. The first film we released was about why they want to be a teacher - A Great Heart inspired by ‘Great Hearts’ -  to make parents believe in their authenticity and purposes. Then, we released A Great Heart inspired by ‘Great Values’, A Great Heart inspired by ‘Great Classes’ and A Great Heart inspired by ‘A Great Team’ to allow the parents understand ‘how’ they will be the right teachers for their children.

List the results (30% of vote)

• Action / business results – sales, donations, site traffic, achievement against business target • Outcomes / awareness - change in behaviour, reach, public opinion, content response Our specific goals and KPIs are the number of views, view rate and those who watched them until the end. A Great Heart inspired by ‘Great Hearts’ More than 1.6 million views with a view rate of more than 36.81%.  A Great Heart inspired by ‘Great Values’ 566,856 views with a view rate of more than 22.51% and  A Great Heart inspired by ‘Great Classes’ 544,786 views with a view rate of more than 46.76% A Great Heart inspired by ‘A Great Team’ 851,584 views with a view rate of more than 54.87%