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 hesitant to teach subjects in storytelling format. Especially a subject like coding which will prepare students for the future
• Schools follow a traditional method of teaching coding rather than making kids practice it which needs to be changed

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 “Coding needs to be learnt hands-on”.

We kept the mood of the campaign more towards awe-inspiring, futuristic, larger than life, visionary, imaginative 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 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 wanted to show how technology has changed our lives. It’s becoming easier everyday to access the ocean of information and learn anything, anytime. We also wanted to highlight the fact that coding needs to be done hands-on to be able to learn it better. Only theoretical knowledge doesn’t do justice to the subject. 

And hence, we took the approach of showing the stories of brilliant kids who have some great ideas when they theoretically read a concept and get to execute them in the computer lab with the help of Tekie’s program. We also had a teacher explaining how teaching and learning has become fun after the Tekie program gets implemented.

We then treated the film in a fast pace, to the point manner with the help of graphics. Exaggerated beautification with the help of CG of the scenarios in terms of art & shot taking was the key to help focus on & enhance our message and performances, making it more relatable.

Moving shots breathing into a bit of a still takes, our CG shots treatment helped us in enhancing the mood and the vibe of the exact same situation in turn bringing out the beautified and posh visuals.

In terms of framing, we used older lenses to achieve a texture and a fall off to the image that is softer to the eye. Also edges of the frame had a slight vignette which would enhance the look.

We used soft white ambient lighting coming from the windows along with the sunlight wrapping around the faces of the kids. And added very diffused lighting on all the kids faces to enhance their skin texture and visually add some ‘innocence’ to the image.

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.