+ 24 MILLION
Views on Social Media
Welcome to a trip down memory lane, where the blend of humor and nostalgia meets cutting-edge technology. In response to the client’s brief to launch a compelling back-to-school campaign for a leading telco brand, we embarked on a journey inspired by the timeless parental refrain, “In our times…” The result? A campaign that not only resonated with audiences but left an indelible mark on the digital landscape.
Concept
Drawing inspiration from the infamous parental discourse, we took Gen Z out of their screens and transported them, along with their parents, to a temporary travel “back to the future” of education. A social experiment that seeks to bridge bridge the generational gap by combining humor with emotional nostalgia.
Execution
In a carefully designed studio, split into two distinct halves, we brought the concept to life. On one side, the vintage charm of our parents’ school days unfolded with a chalkboard and classic elements. On the other, the technologically advanced world of Gen Z came to life. This dynamic setting served as the backdrop for a brand content social experiment that would tug at heartstrings and tickle funny bones.
The duos, composed of parents and their Gen Z counterparts, shared their educational experiences within this whimsical context. The result was a captivating blend of humor, emotion, and a visual representation of generational differences.
Results
Over 24 Million Views: The campaign in question garnered an impressive 24 million views on social media, generating as such a viewing rate twice as high as the market average (52%). Most of the views were generated through the official episodes of the social experiment.
Formats
Our concept not only gave birth to a successful brand content series, but it was also adapted to other formats in the context of the Back to School Campain :
- TV and Digital Ads: We leveraged the emotional depth and humor of our concept in television and digital advertisements, effectively promoting the telco’s back-to-school offers.
2. Street Banners and Billboards: Key visuals adorned streets and billboards, encapsulating the essence of the campaign and grabbing the attention of passersby.
Our campaign not only met the client’s brief but surpassed expectations, creating a memorable and impactful narrative. It wasn’t just about promoting a telco brand during the back-to-school season; it was about creating an experience that resonated with audiences, transcending generational gaps, and leaving a lasting imprint in the digital sphere.
Join us on this journey where the past and the present collide, and education takes center stage in a spectacle that goes beyond the screens and into the hearts of our audience.
