Celebrate the love
of learning.
Interactive White Boards
SMART Technologies — a Canadian company and the world’s largest manufacturer of Interactive White Boards — needed a multinational digital campaign. Until then, they only spoke to administrators, principals and IT staff.
The task: ignite a passion in parents, so they would begin asking for SMART Boards in their children’s classrooms.
A strategic planning process led by Jeff Plowman, with cross-functional client and agency teams, surfaced two insights: the unique magic of how a SMART Board brings learning to life, and the client’s genuine sense of responsibility to improve education worldwide.
Their collision produced a higher-order idea befitting the category leader: celebrate the love of learning.
The strategy became a dramatic two-minute stop-motion film, the “Magical Classroom,” built from proprietary lessons actually used on SMART Boards. Magical and anthemic, it ended by asking parents to name their favourite teacher.
That drove parents to the Love-of-Learning microsite — a shorter brand film, a chance to win a SMART Board for a school of their choosing, and a toolkit to help secure one.
Seeded with bloggers in seven key international markets, then united in a social space via a multinational Facebook buy — consolidating funds with one supplier for added value.
A content and publishing strategy sustained the dialogue, with weekly analytics reviewed with the client for early detection of opportunities.
By June 30th, 2010 the campaign had delivered over 30,000,000 impressions across the US and Canada and driven more than 10,000 people to the microsites. Facebook acquisition grew steadily — predominantly on-target parents, north and south of the border — entering the contest and spending nearly three minutes on site. Twitter mentions reached 1,484,424 people in North America alone.
