Client KIPP Schools of Jacksonville
Date Posted 2014
Kipp Charter Schools of Jacksonville challenged us to create a series of thirty second commercials that would break through the background noise of commercial breaks, grab the target audience and make parents want to enroll their children at KIPP. Additionally, KIPP wanted to increase their ROI from previous advertising campaigns.
The creative we developed spoke to the enthusiasm of KIPP schools. The message was crafted around KIPP’s step-dance team. The commercials did not overwhelm the audience with on-screen graphics or voice over, but let the rhythm of the dancers’ stomping feet and clapping hands tell the story. Like KIPP, the spots were unique.
The goal was achieved and enrollment applications were up 30% over 2013.
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