2021 // @ ARTPLAN RJ
Background:
The ENEM, Brazilian most important college test, was coming, and Estácio, a famous Brazilian college, needed to get close to the students and help them with the studies. The main objective was earning qualified lead through relevant contents about ENEM.
Insight:
At this time, the students were really stressed out, feeling a real block when studying. To get close to them it was important to know what they really liked and try to provide education in cool and different way.
Idea:
The main idea was to create a new way to study, a much funnier and attractive one, capable of ending their blockage in studies. So, we put the ENEM contents in the world most famous online game: the Fortnite. There, the students could study and also have fun. And all the game was created by a great gamer influencer who did a gameplay on YouTube.
Besides, we made an entire site with cool contents about ENEM, like podcasts with influencers and a TikTok challenge to relax. That campaign had the tagline “Unblock Your ENEM” (In Portuguese “Desbloqueie seu ENEM”)
My part:
All the campaign was created by me and my team. I was responsible, most of all, for creating the content and amplification strategy, and also for writing the podcasts episodes and Fortnite film ad.
Results:
We won the Creative Data shortlist on Cannes Lions 2022 and all the campaign achieved more than 2M people. Just the gameplay video reached more than 3,6M views and was top 19th on YouTube Games Category. Besides, one of the game questions was exactly the same one of the ENEM’s questions, proving the game efficacy.