Being a B2B company, Uolo wanted to create an aspirational (brand) and a functional film to directly reach out to its target audience i.e. Principals and management of the schools and indirectly to the teachers and students of the schools. These two videos are to be used in the sales and brand building process.

Key Challenges –

• Schools are not willing to promote increased use of mobile/tablets
• Schools are not willing to take subscriptions mid-academic year – There’s a very fixed time window as per school calendar during which our Sales people can go out and pitch to the decision-makers
• Schools find communication challenges to orient parents about UOLO Speak and convince them to pay

We came up with a video strategy of using the video created not only as Pitch Collateral but also for Training and Trust Building.

The key anchor for the video to be “Listening and Speaking Matters”. 

We kept the mood of the campaign more towards inspirational, emotional, relatable, forward looking and change enabling zones.

Pitch Collateral – Both these videos can be used in different phases of the sales process. The aspirational video can be sent in the introductory phase to help the educational partners understand UOLO’s differentiation, vision and impact.

The Product video comes in the second stage when the stakeholders/partners express interest and would like to know more. This is great for in-person meetings to dive into the details of the product in terms of features, benefits and application.

Training – The product video is used to set the context for the teachers majorly & students/parents once the school has signed up for the programs. This serves as a training video of sorts as it includes sections which DEMO the App. The video helps in bringing in consistency to the training. This way, whether the school wants to conduct separate training sessions for teachers or wants UOLO to conduct it, the key context is set by UOLO through this video communication as opposed to a single circular or mailer going out to the teachers.

Trust Building – Both videos play a vital part in brand building and trust building. One of the key challenges identified was that there’s a small window during which schools will consider and entertain sales pitches. However, disseminating these videos through social platforms as a brand building exercise in order to lay the foundation of awareness, trust and recognition can be done through the year so that by the time the next window opens up, the stakeholders are already aware of UOLO’s programs and their benefits.

With respect to the Aspirational Film Idea, we took the narrative style and came up with a story based approach where the film follows a young student through her journey where we show her applying her learnings in one way or the other as she goes through her routine. This helps to differentiate UOLO as a DEEP LEARNING tool, where students integrated it into daily life to become someone of a higher authority.

We then treated the story of the film in a way that it revolves around the journey of a child who with the help of the Uolo Speak app, overcomes her fear of speaking and becomes someone in life. The story line is relatable as a lot of us have experienced difficulty communicating our thoughts during our childhood, something that we have overcome either through self-schooling or with the help of an elder figure. Uolo speaks of how this journey for every individual is much easier now, with their Speak app.

The story begins at a school principal’s office where a child visits with her parents for admission. Seeing the zeal of the child to speak and impress, the principal introduces her to the Uolo Speak app. This is followed by a series of events, till she finally comes back to her school as a guest lecturer, now an IAS officer, inspiring young kids and telling them how her principal and the Uolo Speak app made her who she is. 

The framing has been done using long and wide lenses while the shots have been taken through foreground elements for dynamism.

The primary casting has been concentrated to a child and parents from a lower middle class background. The school for them, however aspirational, has the child’s friends as students. Keeping that in perspective, the costumes chosen are what any working class individual with a relatively low household income would wear, mostly traditional, unbranded and primarily in cotton. The child would be seen in school uniforms a lot as it is a school setting.

The story is woven around a child’s learning journey. Hence, the art setups are primarily of a school and the child’s home. Various facets of a school are brought up ranging from principal’s office to classroom to assembly hall, the home setup was limited to the child’s bedroom and kitchen table.

The music starts slow, but amps up as the film progresses. As the film progresses with one achievement after another for Meera, the music adds effect to her fast paced growth with the help of the app.

FUNCTIONAL FILM: We treated the film in a manner where we had a spokesperson, from the learning team, who would take the target audience i.e. Principals and teachers through the features of the product.

Along with this, we had stock footage that was superimposed with dashboard and other graphics that helped create a clear and detailed demo video that acts as an informational and training asset to help first time platform users and Stakeholders who want more details.