UNOi 2019 Overcoming Campaign
UNO is among the most innovative educational projects in Latin America and promotes creativity and autonomy as differentials in student development.
Due to the results of the Evolution Campaign, we were challenged to give the next steps for the institutional actions for the following year (2020) by adding transmidia and tech innovation to the maker concept.
We then developed the concept and identity for the campaign on two stages: the presentation of UNO’s pedagogical proposal and the enrollment campaign in partnership with schools assisted by the project.
Overcoming
We added the transmidia universe to the maker culture, present in UNO’s atmosphere, and brought a new concept to the brand: The word directed the identity and translated the expansive tone and stimulating pedagogic approach where the student relies with different resources that contribute to the development of a plural individual.
Transmidia
Alphabet
In this scenario, we created the Transmidia Alphabet to contextualize the dynamism of UNO’s pedagogic approach. This allowed us to unite elements of digital culture to the tools found in the project’s creative workshops, forming letters that symbolize the power of creation as the cornerstone of our message. This strategy granted the schools with the versatility to use the alphabet according to their needs along the whole school year.
Book
To showcase UNO methodology and all its differentials, values, goals and educational pillars, we created a book for school officials, principals and managers inviting them to embark in this journey to overcome.
Reenrollment
Campaign
By keeping an eye out for the need for customer loyalty and student acquisition for the schools, we structured – with the support of UNO’s marketing team – an enrollment campaign that portrays the student in the leading role, interacting with words associated with each level of education and bilingual learning.This material supported the marketing and communication strategy with the school community.
