Ascend’s OOH campaign highlights kids’ curiosity

Dialogue Factory has created an innovative OOH campaign for Ascend International School that brings alive the curious minds of kids

by Priyanka Nair
Published - Feb 6, 2012 10:07 AM Updated: Feb 6, 2012 10:07 AM
Ascend’s OOH campaign highlights kids’ curiosity

Dialogue Factory, GroupM’s experiential marketing agency, has conceptualised and is executing an interesting outdoor campaign for Ascend International School, Mumbai. The school targets expats, NRIs and HNIs. The campaign also used print and digital platforms.

The campaign has been rolled out in two phases, the first phased was rolled out in November 2011 for 21 days. The second phase commenced on January 31 and will continue till February 15. Dialogue Factory has deployed a mix of OOH media, namely, swinging movement billboards, billboards and BQS at strategic locations from Juhu to south Mumbai.

Elaborating on the campaign brief, Prash Gaiwad, Chief Advocacy Officer, Dialogue Factory, said, “The brief was to bring alive the school’s philosophy of curious minds of kids. The school’s curriculum, architectural design and classrooms are designed in a way that they provide stimuli to young kids to be curious and ask questions to discover and learn. With this philosophy, we understood the child’s psyche and came up with an insight of ‘curious minds of kids’. Bringing this insight alive became a big challenge and hence, understanding kids’ behaviour, how they react to different surroundings and what arouses their curiosity became our task.”

On the campaign execution, Gaiwad elaborated, “It is difficult to come up with innovations. What might look extremely fun and practical inside the four doors of the office, in reality could be extremely harsh outside. While trying to execute the swinging of this kid on a hoarding, we had to understand wind pressure, relative proportion of the kid against the background, motor capacity to keep the swing swinging, and so on. The task was extremely challenging and the idea went through many rounds of revisions and dissections before finally it was up in the air during the campaign time. Getting to understand the minutest of details of what kind of humidity levels will affect the swinging, wind pressure, especially because we had a billboard close to the Juhu beach, which was extremely important.”

Ascend International School has been founded by the Kasegaon Education Society and admissions for the first batch would open in August 2012. In its first year, the school will accept enrollments for pre-kindergarten through the fourth grade.

Commenting on the marketing campaign, Brooke Leinberger, Admissions Head, Ascend International School, Mumbai, said, “We needed a marketing campaign which could bring our school’s philosophy alive. A campaign that will be able to communicate our school’s teaching style effectively to the target audience. ‘Learning by doing’ is something we’ve been talking about in the 100 years of experience of UCDS (University of Children Development School, Seattle), and the essence in the marketing campaign has been captured effectively. Along with outdoor, we had our print campaign also running, but outdoor spoke effectively to the audience, educating them on experiential learning. It’s an experience we wanted to create for our target through which our experiential learning concept is brought alive. It worked very well.”

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