Brief
Make high school students sign up to MySQA to get their exam results by text or email.
Insight
Teenagers hate being left out by their mates. If they get their grades by text or email, they won’t be left waiting on results day, and won’t be left out of the results day chat.
Idea
Talking down to teenagers as an exam board would get us absolutely nowhere. We needed to grab their attention with fun visuals and speak to them on their own terms: Dinnae get pied
We made a series of posters to go up around high school campuses.
Social
We made some video ads to run on Snapchat and Instagram.
Spotify ad
We paid a teenager to channel Tom Hanks from Castaway for this Spotify ad.
Explainer leaflet
We also made a leaflet for teachers to hand out to students, answering their FAQs.
Results
For the previous year, there had been about 1,500 signups. Our target was to beat that by 33% – 2,000 new sign-ups. By the end of the campaign, 3,000 new students had signed up. More than double the previous year, and 50% over an already ambitious target. Yaldi!