Brand challenge
Getting adults in the West Midlandscomfortable with learning numeracy
Raise awareness of free adult numeracy courses in the West Midlands, and remove the stigmas around attending.
The behavioural insight that influenced our thinking
A lack of numeracy skills can lead people to negative emotions: anxiety, stress, confusion and low confidence. However, the thought of going back to ‘school’ brings up painful memories, outweighing any motivation to act.
Brand memorability
Our strategy was to shift the focus from ‘learning maths’ to ‘getting comfortable with numbers’.
Therefore, the campaign was designed to help people feel comfortable with brushing up on their numeracy skills. The art direction, typography and copywriting all worked together to change the perception of what an adult learning environment is like. The campaign’s key visuals centred around brightly coloured numeracy sofas on which relatable learners sit comfortably.
This approach to creating awareness of adult numeracy learning is memorable because of its accessibility and positivity.
Business impact
We activated a multi channel approach to deliver the Multiply message across the funnel. First, driving mass awareness of Multiply through high reaching and audio channels. Secondly, retargeting our core audience in one-to-one messaging environments across paid social. We ran a range of creatives throughout to ensure that we avoided creative fatigue. The results?
When driving mass awareness…
1,471,128
Digital audio impressions
3,272,892
Radio impacts
1,528,677
Views on YouTube ads, which delivered 132% more than planned!
When retargeting…
5,798,486 Impressions
Which is 107.8% more than planned!
47,080 Clicks
73.7% more than planned!