Using behavioural science to deliver record breaking results. Results below.
Brief:
Increase engagement with the Toshiba brand in NZ schools by running a competition targeting students (Y5 to Y10). Beyond this, the brief was completely open, with the proviso that whatever we did it had to be ‘cool’.
Increase engagement with the Toshiba brand in NZ schools by running a competition targeting students (Y5 to Y10). Beyond this, the brief was completely open, with the proviso that whatever we did it had to be ‘cool’.
Challenge:
Legal restrictions meant we couldn’t communicate directly with students. Success depended on winning over principals and teachers, who would need to promote the competition, distribute and collect entries, and encourage participation—all on top of their existing workload.
Legal restrictions meant we couldn’t communicate directly with students. Success depended on winning over principals and teachers, who would need to promote the competition, distribute and collect entries, and encourage participation—all on top of their existing workload.
Communications Strategy:
We knew that teachers’ days were full, students would be disinterested, and that principals were risk averse. Connecting with all three would require an idea that worked on multiple levels. With this in mind, we defined and agreed on a set of starting points for creative exploration.
:: Drawing on Toshiba’s Seriously Japanese origins - one of the company’s distinctive brand assets.
:: Find insights that would excite and motivate students.
:: Connect with schools’ curriculum, STEM priorities and communities.
We knew that teachers’ days were full, students would be disinterested, and that principals were risk averse. Connecting with all three would require an idea that worked on multiple levels. With this in mind, we defined and agreed on a set of starting points for creative exploration.
:: Drawing on Toshiba’s Seriously Japanese origins - one of the company’s distinctive brand assets.
:: Find insights that would excite and motivate students.
:: Connect with schools’ curriculum, STEM priorities and communities.
A prize strategy built on insight
We used behavioural insights to design a prize structure that created value at both a school and personal level. Most of the budget went towards high-value STEM equipment—a 3D scanner/printer and desktop milling machine—packaged with three convertibles to create a highly desirable school prize.
The result was a proposition that was cool enough to excite students, valuable enough to motivate teachers and aligned with schools’ STEM priorities, supported by personal prizes for the winning student and teacher.
Getting the word out to schools, teachers and students
Making it easy for principals and teachers.
All communications led principals and teachers to a landing page where they could register to participate. This triggered an emailed entry kit, and offered the option of a physical kit that could be mailed to them. The process was designed to be simple, helpful and engaging.
All communications led principals and teachers to a landing page where they could register to participate. This triggered an emailed entry kit, and offered the option of a physical kit that could be mailed to them. The process was designed to be simple, helpful and engaging.
We aimed to make life as easy as possible for teachers by developing an entry kit that contained:
:: Clear instructions for teachers
:: A poster for classroom display
:: A bulk entry form for teachers, as we could not collect students’ information
:: A student worksheet (entry form) was built around a curriculum-linked lesson about the future, which teachers could simply print and handout.
We followed up all registered participants with reminder emails at the halfway point and as the closing date approached.:: A poster for classroom display
:: A bulk entry form for teachers, as we could not collect students’ information
:: A student worksheet (entry form) was built around a curriculum-linked lesson about the future, which teachers could simply print and handout.
PR opportunity
Toshiba staff personally delivered the Maker Lab and other prizes to the winning school. The school organised an assembly for the presentation. This generated additional PR opportunities and post-contest buzz.
Toshiba staff personally delivered the Maker Lab and other prizes to the winning school. The school organised an assembly for the presentation. This generated additional PR opportunities and post-contest buzz.
Results:
:: The most successful campaign in the history of Toshiba ANZ
:: Objective: 500 entries.
:: Results: 3,700 entries - 7 x target.
:: Over 25% of all schools in New Zealand registered to take part.
:: Positive feedback from schools at all levels.
:: Unprecedented positive feedback from the Ministry of Education