Challenge
MySQA is an online portal that allows students to receive their exam results earlier by email or text instead of waiting for the results to arrive by post. We were challenged to build on the portal’s existing success and encourage more of Scotland’s students to sign up in 2019. The issue, however, is that teenagers tend not to engage with institutional or governmental brands – they’re considered overly serious and uncool, if they’re considered at all.
Solution
Nobody wants to be the last one to know their results. Teenagers already have a ‘fear of missing out’ – there’s nothing worse than being out of the loop or being excluded from their pals’ conversations. Add to this the exam time stress already looming over them, and it became clear that MySQA could really help relieve some of that pressure.
We engaged with the students where they already were – on Snapchat and Instagram – with a campaign that spoke their own language. Using attention-grabbing visuals, we made sure that the message came through loud and clear.
“ Everyone has goldfish sized attention spans these days, especially moody teenagers. We wanted to create visuals that would make people stop and stare in the corridors ”
Ben Whiting
Art Director
Result
Our results speak for themselves. We were challenged with getting 2k more students to sign up than the previous year. We achieved more than 3k – 50% over target. Not only did we encourage more students to get involved with MySQA, most importantly, we made sure that no teenager was left behind in getting their results. And nobody was left out of the chat.
