No stopping for students during lockdown ensures Unacademy
By Bhawana Anand - April 29, 2020
Offering 20,000+ online classes, the brand launched a wide-spread outdoor campaign to keep students motivated in the hard times
Unacademy, an online learning platform finds a perfect note to connect with students in the trying times. Positioned with a hardcore tagline – ‘For the Determined’, the online education brand came up with an extensive OOH campaign with a sole purpose to spread a positive message to students and aspirants looking after themselves during this lockdown and urging them to stay at home.
Talking about the whole idea, Karan Shroff - VP Marketing, Unacademy spoke to Media4Growth and shared, “At Unacademy, we believe that learning must never stop. In testing times like these, aspirants across the country must stay safe and be indoors. But this must not affect their learning and they must have access to education at all times. Thus, we took it upon ourselves to ensure that the uncertainty that this pandemic has inflicted upon the country, doesn’t affect the preparation of aspirants. As a measure to combat the situation, Unacademy came forward with a promise of 20,000 Free Live Classes for aspirants, in the month of March, a promise that continues till the situation improves”
Launched right before the lock down imposed by the Central & State Governments, the campaign was executed for two weeks in 25 cities including metros, Tier I & II on a bouquet of media such as bus shelters, hoardings, unipoles and etc. Moreover, it was also ensured that no lockdown guidelines were violated during the execution of the campaign.
“We launched the OOH campaign with the sole objective of promoting safety by encouraging learners to stay at home, stay safe and utilise our platform to continue learning during this lockdown and work towards cracking their dream exams, to communicate this message we took up high visible hoardings across the country with a message urging students to stay at home”, added Karan.
Understanding the scenario, the brand opted for empathetic and supportive strategy for the communication where they clearly stated ‘Let us take care of your preparations’ with their unique offering of 20,000+ free classes in the month of March.
The intent was to convey the importance of staying motivated as well as being at home during this lockdown period. This appeal will go a long way in ensuring that learners don’t feel distressed or helpless.
As a result of the campaign launched on OOH and Print medium, the brand was able to garner beneficial returns in terms of brand trust and positioning as Karan shared, “The response to the campaign has been positive. We have seen positive word of mouth grab the attention of our audiences, students and people appreciated the message of staying indoors from our brand, along with the 20k+ free live class offerings”.