The College Board|短视频|广告营销案例【ADGuider广告指南】

大学董事会

案例简介：品牌工作室巴特勒兄弟公司发起了一场庆祝视频驱动的广告活动，以推动高中生使用官方 SAT®实践 (satpractie.org)，一个免费的、个性化的 SAT 练习平台，由大学董事会和可汗学院创建。在现场，一群学生带着极大的信心走进 SAT 考试日，X 大使的国歌《丛林》正在播放。这个场景被描绘成电影或体育赛事中的英雄时刻。巴特勒兄弟与工具制作公司合作制作视频。社交媒体活动计划在 Facebook 、 YouTube 和 satpractie.org 上播出。巴特勒兄弟公司的创始人和战略主管亚当 · 巴特勒说: “这种创造性确实展示了实践的情感利益。”。“学生渴望 '感觉舒适' 和 '有优势' 是大学委员会青年咨询委员会研究中出现的主要激励因素，这激发了我们的工作。" “第一次，所有学生都有平等的机会参加 SAT 考试 -- 不管背景如何。我们希望他们在测试日走进来，知道他们已经尽了最大努力做好准备，”大学委员会的副总裁桑德拉 · 莱利说。“这个视频强调了实践的力量和学生自己掌握 SAT 准备的能力。" 官方 SAT 练习是免费的考试练习平台，有数千个互动问题、即时反馈、视频课程、全长练习测试等。所有这些都为每个学生个性化，向他们展示他们擅长的地方以及他们需要更多工作的地方。大学董事会和可汗学院在 2015年6月推出了实践工具。官方 SAT 练习有 100万多名独特用户，这代表了一年内使用商业考试预科课程的学生总数的四倍。这两个组织都希望继续向学生传授生产性实践的重要性，以及如何改变学生上大学的方式。

大学董事会

案例简介：Brand studio The Butler Bros has created a celebratory video-driven advertising campaign to drive high school students to use Official SAT® Practice (satpractice.org), a free, personalized SAT practice platform created by the College Board and Khan Academy. In the spot, a group of students walks into SAT test day with extreme confidence as the anthem “Jungle” by the X-Ambassadors plays. The scene is depicted as if it were a heroic moment in a feature film or sporting event. The Butler Bros partnered with Tool Productions to produce the video. A social media campaign is planned with the spot airing on Facebook, YouTube and at satpractice.org. “The creative really demonstrates the emotional benefit of practice,” said Adam Butler, Founder and Strategic Chief of The Butler Bros. “Students’ desire to ‘feel comfortable’ and ‘have an edge’ were major motivational factors that surfaced in the College Board’s Youth Advisory Council research, which inspired our work.” “For the first time, there is equal access to SAT preparation for all students—regardless of background. We want them to walk in on test day knowing that they’ve done what it takes to be as ready as they can be," said Sandra Riley, VP Communications at the College Board. "This video emphasizes the power of practice and the ability for students to take SAT preparation into their own hands.” Official SAT Practice is the free test practice platform featuring thousands of interactive questions, instant feedback, video lessons, full-length practice tests and more. All personalized for each student to show them where they excel and where they need more work. The College Board and Khan Academy launched the practice tools in June 2015. There are more than one million unique users on Official SAT Practice, which represents four times the total population of students who use commercial test prep classes in a year. Both organizations want to continue to teach students about the importance of productive practice, and how it can change the way students prepare for college.