Best Education Online Video

Our primary target audience is students (prospective test takers) that are interested in, or planning to study abroad in, English-taught universities or programs. They see studying abroad as a key and life-changing milestone on their journey to realizing their goals, a progress that can help them gain the capabilities and skills they need to get their dream job, excel academically and grow personally. Additionally, knowing the critical role played by parents in the decision-making process we made them our secondary target audience. The video balances the perspectives of both the child and parent, making the campaign equally as resonant to a target we typically have less of an opportunity to reach: parents.
The primary objective of the video was awareness and preference over competitors, measured primarily by engagement with the video and impressions. Awareness and preference are two vital stages of one’s TOEFL journey as our test taker audiences need to feel inspired and motivated, while our parent audiences need to feel understood and supported in order for TOEFL to have a chance to overcome socioeconomic and sociopolitical challenges that may not be easily affected by marketing. Capturing audience attention and share of heart early in the process increases TOEFL’s opportunities to create further touch points that encourage potential test takers to consider the test as an option when they are ready to pursue study-abroad opportunities.

Contributors:

Chief Creative Officer:	Sung Chang
Group Creative Director:	Matthew Livingstone
Sr. Copywriter:	Colleen Brach
Executive Producer:	Deb Airey
Account Director:	Judy Aaronson
Senior Strategist:	Vicki Wang

MRM//MCCANN

Location: USA