Filling classrooms with a street-level campaign
An admissions campaign built entirely from short-range media inside the catchment — vans, tricycles, pole boards, balloons and traffic booths.
The problem
Parents choose a school within about three kilometres of home. City-wide media is wasted spend. The campaign had to saturate a handful of localities during the short admissions window without looking cheap.
What we did
- Catchment mapped street by street around each campus, then media chosen purely on whether a parent in that catchment would see it.
- LED mobile vans running fixed daily routes through the colonies, with GPS logs of every locality covered.
- A fleet of branded tricycle carts moving slowly through lanes the vans could not enter.
- Pole boards fitted overnight across the residential grid, photographed with location and time.
- Traffic booth branding at signalled junctions and sky balloons over the campus for landmark visibility.
