Out-of-home

Real: tube ads

Date: August 2023
For: Atom Learning
Audience: parents of 7–11 year olds (B2C)
Goal: brand awareness, positioning and differentiation

I loved working on Atom Learning’s first tube ad. We wanted the copy to set the brand apart, relate to the everyday lives of the target audience and connect with big feelings about the start of the new school year.

We spoke to parents and kids and zoomed in on some quintessential elements of the 7–11-year-old experience. Turns out, that means slime.

Ad copy reads: "It's like that slime they can't put down. Except it helps them appreciate algebra, and it supports them with spelling, and it lets them shape their future. Online learning for 7–11 year olds. Moulds to their needs without the mess. An

Other concepts, leaning even harder into the 'something to read while you sit on the tube' route:

Other concepts, leaning even harder into the 'something to read while you sit on the tube' route.
tube-ad-concept-2.png

Mock-up: billboards

Date: June – July 2024
For: Atom Learning
Audience: parents of 7–11 year olds (B2C)
Goal: brand awareness, positioning and differentiation

These are fake billboards – they only ran online. This format is a cheaper way to test experimental copy and see how audiences might respond in a real out-of-home setting.

Performance-wise, the ‘Lose Yourself’ concept knocked the others out of the (trailer) park.

Ad copy reads: "Are you smarter than your 10 year old? You don't need to be."
Ad copy reads: "Palms sweaty? Knees weak? Arms heavy? There's a better way to prepare for the 11+."
Ad copy reads: "Work smarter, not harder. More time for sandcastles."