Background

Pearson is one of the most recognisable names in education and has been a leader in the field of learning resources and assessment for over twenty years. They create tools and provide opportunities for learners of all ages and abilities.

For this project, Pearson needed a way of communicating important changes to the way GCSE’s are now graded and scored in England and Wales.

The Work

Our strategy team conducted desk research to investigate competitor activity and to consider what the target audiences would require from communications on this subject. These insights were used to inform a go-to-market plan and the creative direction.

We used animation as a way to communicate the 9:1 changes in a concise and creative way that stayed true to the Pearson brand.

Outcomes

The animated videos launched alongside a targeted campaign that drove awareness and gained share of voice from competitors during the crucial GCSE results period. 

Other work