Campaign to reach out to GEN Z interested in Medical Competitive exam coaching & switch their learning behavior.

1. BRAND OBJECTIVE:
Aakash Digital provides coaching to students appearing for NEET (NEET is an All India
level common entrance exam conducted by the Central Board of Secondary Education
(CBSE) for admissions to MBBS and BDS courses at the Undergraduate level ). They
needed to reach out these students aged between 16-18 years (Classified as Gen Z)
and communicate the reason to make them switch to Aakash online learning from
classroom education.
Clearly the goal was:
1. We need to shift the perception and get them to consider to Aakash Digital.
STRATEGY FOR THE CAMPAIGN?
We started looking for a new way to connect with Gen Z. YouTube was an
obvious place to start, but making more ads wasn't going to break through with
this audience. We needed to create real value and earn their attention.
That's when we uncovered something. Our audience was connected to more
than cricket than anything else, and what better it was the world cup season.
This led to our video series idea: A three part video series which uses the context
of cricket & it’s terminology to explain the RTB’s of Aakash Digital Online
coaching.
We knew using the context of cricket would resonate with Gen Z, but how do we
make a better connect. Hence, we decided:
a) All the actors in the video would be kids themselves. No teachers, no
moms & dad or expert faculty explaining the solution

2. b) The videos would be short & crisp, not be beyond 20 seconds.
c) Use conventional settings & imagery of dining rooms and study rooms that
every kid could relate to. It would NOT be larger the life.
RESULTS:
1) 11 Million Views for the video for all three videos in 4 months
2) A heavy increase in the number of enquiries for the online coaching
classroom
LINKS TO THE VIDEO:
https://www.youtube.com/watch?v=4q_BZbe3ki0
https://www.youtube.com/watch?v=oVWnu50I35I
https://www.youtube.com/watch?v=3hvRZviM-Qc