Client
Avantis Education
Sector
EdTech
Process
Persona Research, Messaging Framework, Campaign Ideation and Planning, Creative and Content Production, Campaign Optimisation
Avantis Education provides students and educators with innovative learning solutions – including ClassVR, an immersive VR platform that enhances classroom engagement and brings lessons to life. Inspiring trust and generating curiosity in a unique flagship product: ClassVR.
The challenge
While comparatively affordable and demonstrably effective as a learning tool, the ClassVR system was regarded with suspicion by some educators and budget-holders.
They didn’t see the pedagogical value in ClassVR; were wary of technology encroaching on traditional teaching methods; or recoiled at the initial outlay costs. All these potential objections needed to be overcome by our campaign.
Our response
- We conducted stakeholder interviews and an audience workshop to tightly define our two key target personas: ‘Curriculum Carla’ and ‘Educator Eddie’.
- Devised a campaign concept – ‘Take Them There’ – that would engage our personas across an array of channels and materials.
- Created a hero asset that positioned Avantis Education as a true thought-leader: a 9,000-word whitepaper, ‘A Pivotal Decade: New Thinking and Technologies Reshaping Education’.
- Harnessed AI to create unique – and budget-friendly – campaign imagery (earning a ‘Best Use of AI’ nomination at the 2024 B2B Marketing Awards).
- Brought our campaign to life across everything from paid social and blog posts to event stands and physical promotional items.
The reaction
“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, Chief Marketing Officer, Avantis Education.
