Challenge: Community Training Initiatives (CTI) needed to re-brand and we were asked to create everything from scratch. We developed a campaign for VIA Learning to launch the new brand into market.
The SMART Idea: From a new name and positioning statement (VIA - Learn to change your life), to a visual narrative that reflected optimism and transformation.
Speaking primarily to 18 - 25 year olds, we had to stand out in a category plagued with pseudo inspirational wallpaper advertising.
To do this, we told a light-hearted story of transformation, with VIA Learning at the heart of the story. VIA Learning, represented through a charmingly helpful mouse, was the accelerant of growth and transformation.
The cinema and TV campaign currently in market will be followed by an outrageously entertaining social media campaign featuring the mouse.
Impact: Not yet through the first burst of media spend, outstanding results are anticipated in the first quarter of 2016.