Practically, a new e-learning app has instigated its first-ever brand strategy around the slogan, ‘Bring Learning Alive’, intended to make learning experiential and improve retention for students of classes 6 to 12. The product’s USP is an intelligent, engaging, and virtual learning environment powered by 3D images and simulations, and hence, ‘ Bring Learning Alive’ is the campaign proposition. The reason for the above proposition is driven by the key features of the app: the official brand mascot, Life-like video material, Hands-on Learning, Experiential Learning, Access to Topic Experts, Live Lessons & Meet Proton, all of which contribute to the user’s enhanced and interactive experience. New functionality that claims to be the A-Z of coding, Coding++, is due to be released shortly.
This makes practically a holistic e-learning alternative for all the students, in addition to providing parents with a one-stop approach to address the academic needs of their child. The campaign consist of associate sponsorship on Big Boss Telugu 2020, internet ads, social media amplification, digital marketing, and print. In December, the TV association and print advertising will launch while the campaign’s digital and social leg will stretch well over the next month, giving the campaign size.
While the primary focus is on Andhra Pradesh and Telangana, provided that these are the brand’s current target markets, the digital campaign will run in the country’s top 15 cities, with a greater focus on Mumbai, Delhi, Bangalore, and Chennai. The company aims to improve its link with viewers through this initiative in the lead up to the pan-India launch of the brand in the coming months. The goal of the campaign was to raise awareness of the brand and explain precisely how Practically takes learning to students through its immersive characteristics. The 30-sec TVCs showcase the company’s core attributes, wrapped around the ‘Bring Learning Alive Practically’ brand proposition. The jingle format acts as a great clutter breaker for a fun and entertaining way of landing this message. In association with Something Completely Different, a video production house located in Hyderabad and Bangalore, the brand team conceptualized the ‘Bring Learning Alive’ initiative.
