GEMS Education is the world’s largest operator of K-12 schools. Yet it faced the challenge of not enjoying strong preference for enrollments – as parents placed undue importance on school proximity. It was important then to build a differentiated brand position by highlighting a deeply shared belief within GEMS Education – that it believes that ‘a good education is one that brings out the best in every child’.
A creative campaign that celebrated a new GEMS manifesto – ‘We see genius in every child’. The core message was powerful: ‘That every child has the potential to be great. Yet only few are given the opportunity to explore their true capabilities.’
The campaign highlighted how GEMS Education believes that quality education is a basic human right and holds the key to unlocking the greatness that lies in every child. The campaign elements included print ads, a TV commercial, airport advertising, LED displays and social media.
The campaign stood out from conventional enrolment campaigns for its sincerity and clarity. By highlighting activity-based learning as the core of education at GEMS, it also positioned the schools as future-ready.
The core message of ‘individual’ attention to every child was subtly communicated with the campaign resonating with parents.