Using behavioural science to deliver record breaking results.
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:
For legal reasons we could not communicate with students directly, so to succeed we needed to get the support of principals and enlist the help of teachers. Whatever approach we took, they would have to do most of the hard work - promoting the competition, distributing entry forms, encouraging students, and then collecting and sending in the entries. A big ask.
For legal reasons we could not communicate with students directly, so to succeed we needed to get the support of principals and enlist the help of teachers. Whatever approach we took, they would have to do most of the hard work - promoting the competition, distributing entry forms, encouraging students, and then collecting and sending in the entries. A big ask.
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.
:: Looking for insights that would resonate first with the kids and get them excited.
:: Looking for approaches that would connect with the school’s mission, curriculum and community.
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.
:: Looking for insights that would resonate first with the kids and get them excited.
:: Looking for approaches that would connect with the school’s mission, curriculum and community.
A prize strategy built on insight
We recommended a prize structure guided by behavioural insights. We invested the majority of the prize budget in assets the whole school would benefit from: a high-end 3D scanner/printer and a desktop milling machine. Packaged with 3 convertibles, this became a highly desirable main prize: exciting enough to motivate teachers and cool enough for kids to engage with, and aligned with the education system’s focus on STEM subjects. We backed this up with a personal incentive: prizes for the winning student and his/her teacher.
We recommended a prize structure guided by behavioural insights. We invested the majority of the prize budget in assets the whole school would benefit from: a high-end 3D scanner/printer and a desktop milling machine. Packaged with 3 convertibles, this became a highly desirable main prize: exciting enough to motivate teachers and cool enough for kids to engage with, and aligned with the education system’s focus on STEM subjects. We backed this up with a personal incentive: prizes for the winning student and his/her 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 instructions for the teacher, a poster for display in the classroom, a bulk entry form for the teacher (because we could not collect students’ information), and blank entry forms that teachers could print or photocopy and hand out to students. We followed up all registered participants with reminder emails at the halfway point and as the closing date approached.
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