Avantis project image of dinosaur landscape

Bold demand-generation for edtech pioneers

Client

Avantis Education

Sector

Technology

Services

Strategy
Creative
PR and content
Campaign delivery
Sales and marketing alignment

What we did (in a nutshell)

Driven by powerful thought leadership, our demand-gen campaign for Avantis Education inspired trust and generated curiosity in the brand’s flagship product: ClassVR. We brought our ‘Take Them There’ concept to life, vividly, across an array of assets and channels – both digital and physical.

Best Use of AI 2024 Nominee

Image of project work undertaken for Avantis
“The team’s campaign was exactly what we were after in terms of establishing Avantis Education as a pedagogical thought-leader. It made a real impact on our audience and has set a very high bar for our future campaigns.” Gillian Rhodes CMO, Avantis Education

750+

Engagements with assets

200+

Whitepaper downloads

1.15%

Click-through rate on social posts

50+

Product demo and quote requests

Avantic project image of the Mount Rushmore landscape with Take them there, written across the top Children in a classroom wearing VR headsets An open publication Avantis project image of under the sea, coral landscape with 'Take them there' written over the top

Building excitement around education’s evolution

Process

Persona research
Competitor research
Messaging framework
Campaign ideation
Campaign planning
Creative production
Content production
Campaign optimisation

The Challenge

While demonstrably effective as a learning tool, the ClassVR headset system was viewed with suspicion by some educators. 

They didn’t see the pedagogical value in ClassVR; they were wary of technology encroaching on traditional teaching methods; or they recoiled at the (comparatively low) outlay costs. 

All these potential objections needed to be addressed and overcome by our demand-gen campaign.

The Response

First off, we conducted stakeholder interviews and an audience workshop to tightly define our two key target personas: ‘Curriculum Carla’ and ‘Educator Eddie’.

With those insights in place, we devised a campaign concept – ‘Take Them There’ – that could engage both our personas across an array of channels. 

We then produced a hero asset that positioned Avantis Education as a thought-leader: a 9,000-word whitepaper, ‘A Pivotal Decade: New Thinking and Technologies Reshaping Education’. 

Harnessing Midjourney, we developed unique – and budget-friendly – campaign imagery (earning a ‘Best Use of AI’ nomination at the 2024 B2B Marketing Awards).   

Finally, we brought our campaign to life across everything from event stands to advertorials in education publications.

Our expansive whitepaper convincingly positioned Avantis Education as a thought-leader.