THE ACT OF LEARNING: NOT A CHORE BUT AN EXCITING EXPERIENCE.
The Year One campaign would have made some headway in establishing that learning is important; that it is beneficial and investing time and effort in it will reap dividends. However, even though people understand the benefits of learning from a philosophical standpoint, their natural resistance to breaking out of their comfort zones kicks in when it comes to actually acting on it and taking steps to start learning. This resistance manifests itself in their minds by creating obstacles such as “learning is difficult”, “learning is boring”, “learning is hard work”, “learning is a chore”.
To help overcome these barriers, our Year Two campaign creates desire for learning by positioning it as an exciting experience and an adventure to be enjoyed.
This is summed up in our campaign line:Learning is always an adventure.
To enable people to feel that they do have an innate ability to set off on this adventure, the creative execution of the campaign has been carefully designed through the use of various gaming elements to portray the process of learning as easy and fun – much like playing and progressing through a game, picking up new skills and new knowledge is always fresh and eye opening.
Print
The print ads feature 3 pixelated characters in a vibrant city, each representative of a different target audience. The concept of ‘adventure’ is brought out through the use of gaming elements – whichever direction the characters head in, they will always be embarking on a new learning journey relevant to their profile and interests. The visual tone of the ads convey that learning is accessible and fun and they contain a call to action to drive traffic to the microsite.
Microsite
The learnnow.sg microsite will be re-skinned and includes a simple game. Users are able to ‘learn’ new skills by completing quizzes. Once they acquire a certain number of skills, they stand a chance to win a prize. The landing page features a vibrant, pixelated city. while an attention-grabbing button encourages users to begin their journey and ‘start learning’.
