In the recession, with cash so tight, spend on English tuition contracted dramatically. The Tutor Crowd needed to make their recruitment campaign much more relevant so we subverted conventional practice and used the medium, language and location of graffiti to talk to teens and young adults, with spectacular success.
Graffiti is part of urban London's fabric. It's found where young people gather (and they actually read it). We searched London for graffiti with bad spelling and poor grammar and corrected it with non-permanent paint pens. Branded stickers directed potential pupils online to The Tutor Crowd site.
Within days, the world was talking about our work. Over 12,000 people visited our blog within a fortnight and 1 million people saw the ads via social media. We were also featured in mainstream titles, generating over £100,000 of free media. All this helped increase tuition take-up by 250%.
- The Globes (MAA) - Small Budget Campaign - Silver
- Creative Circle - Best outdoor - Silver
- MAA/BEST - Best small budget campaign - Best
- MAA/BEST - Best creative ambient media - Best
- MAA/BEST - Best creative advertising - Merit
- MAA/BEST - Best Typography - Merit
- MAA/BEST - Best art direction - Merit
- Creative Review - Selected for publication in this year’s Annual
- Eurobest - Media - Silver
- Caples - Ambient/Guerrilla marketing - Silver
- Caples - Best art direction - Finalist
- Campaign Big - Not-for-profit/Pubic Service - Silver