Case Study:
MOKI Bands - Social Ad
The client:
MOKI bands are the first and only manufacturer of wearable activity trackers that have been designed specifically for use within primary schools. A kin to Fit Bits MOKI bands also provide a well designed back end suite of data capture, analysis and proactive suggestions through their app, allowing schools to identify how active their students are being across classes and other demographics, enabling them to better asign budgets and efforts towards schemes that prove effective in practice.
The brief:
Having previously worked with another agency MOKI were keen to explore different options beyond the cliche approach often seen with products aimed at primary schools.
Designed primarily for social media, the goal of this project was always going to be to grab the attention of our target audience (in this case primary teachers/decision makers) and convince them to hang around long enough to get the message they needed to deliver, and understand the unique and exciting offering MOKI presents. They weren't bothered about followers or likes or any of that business... this time all they wanted was for potential leads to pick up the phone and get in touch.
The plan:
At Plucky Films we love the opportunity to lean on our comic instincts, and this was going to be the perfect time to do so.
Identifying that the person we're trying to reach is a teacher, not a parent or child, we knew we could do away with heart strings and emotional blackmail, and instead appeal to the reality of teaching as a job and as a vocation - we needed to offer them an easier life, with happy children and personal targets exceeded. We would also grab their eyeballs with a strong opening hook - "You're a teacher..."
With our main character based around that rare, cool, everybody likes him, fun, real person kind of teacher we all remember from our school days, and an angle that by being the first to bring MOKI to the school carried with it the potential for some serious brownie points, we went in hard with a vibe that teachers could get on board with.
Now, there's simply nothing worse than someone trying to be funny, and not succeeding, and the client had justifiable concerns that we could slip into the realm of bad slap-stick cheese if we weren't careful. But we reassured them that we had it covered and left the script itself informative and pragmatic, writing in subtle but effective visual gags like a ridiculous inflatable sun costume, a unicycle, and a star-jumping handyman to juxtapose the dialogue and keep the tone light.
Cut all that together with lots of coverage of the product and smiling, engages kids and we were away!
The result:
Another happy customer! Delivering way beyond their expectations they guys at MOKI kindly left us a raving review and immediately deployed their campaign.
The finished result was a fun, attention grabbing piece that doesn't grate or make you cringe but instead leads you on from one idea to the next in a fun and charming fashion - if we do say so ourselves - and we do!
We wish them all the best success with it and look forward to working with them again on the next one!