Case Study
Client: Accelerate Academies

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The Problem

How do you reach a lower LSM audience, encouraging them to move their children away from regular schools, to a brand new school, which educates children in a completely different way to what they might be used to?

The Brief

Accelerate Academies wanted to bring a whole new type of education to lower LSM households, earning less than R10,000 per month. The programme aimed to emulate private school standards of schooling through forward-thinking learning techniques, using technology and with smaller classes. The tasked us with developing a campaign which captured the attention of a lower LSM audience, encouraging them to want to sign up and send their children to this new school.

Our Response

We conceptualised a campaign which focused on the insight that this brand was rethinking education – we were essentially asking our audience to rethink the way they think about school, whilst also promoting the notion that Accelerate Academies ReThinks education. We got to work, designing a brand new look for the school which crafted a more playful, fun image talking to the innovative learning techniques, crafting a logo and brand guidelines, moving them away from the very corporate look and feel they were working within.

We then developed a plan to amplify the new school online through this more exciting brand, as well as developed an educational infographic video to highlight this new learning platform – a first in South Africa - and which also acted as a lead-generation vehicle, drive people to their website where they could sign up for open days.

The Results

We reached more than 660,000 people with a media budget of R50,000.

We achieved over 9,200 engagements through video and static content, both on page and in-feed, and drove over 300 leads to the Accelerate Academies website via lead generation adverts on Facebook, getting people to request more information and book open days with the school.

Branding And Design

Digital Assets

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