Modern Education rolls out movie trailer-like ad campaign to get ready for new education system

This is the first campaign that Hotdog has created, after winning the account last April. The agency said that the client’s brief was to focus on the new 3x3x4 education system (three years junior high, three years senior high, and four years university) that will be come into play in 2012.

Ron Cheung, creative partner of the agency, says getting the target audiences, mainly secondary school students, to have the first brand recall and maintaining its leadership position was a key goal. He notes that the private tutoring market is very competitive and all the other competitors are advertising aggressively this summer.

Previously the ads of many other tutoring schools’ focused on examination achievements, in order to stand out from the crowd, Hotdog created a new ad campaign in a movie trailer style, featuring Modern Education’s 19 ‘star tutors’ in a dynamic Internal Affairs-style film trailer. It aims to highlight that the tutorsare ready to take up the new education challenge with students.

The 40-second TVC is now running on TVB, i-Cable, Roadshow TV, MTR, having been launched on 22 August. The one-month campaign is being supported by print ads in Apple Daily, The Sun, youth-oriented magazines like New Monday, OOH, bus body ads, and radio ads on 903 Commercial Radio.

Modern Education is the market leader in the private tutorial sector in Hong Kong, capturing over 50 per cent of high school students.