Bright Minds is a premium nursery service for Professional parents working in and around Birmingham city centre. They asked us to create a campaign that portrayed them as the premium, credible service that they are.
Turning instinct into action
Putting your child into daycare is not a transactional decision. And Bright Minds is not your run of the mill daycare provider. As such, our campaign needed to make an emotional connection with the audience. The creative which we developed achieved this connection by focusing on the possibilities of what Bright Minds children can become – looking at pairing a child’s potential, with the incredible and unique facilities that only Bright Minds can offer.
The Bright Minds ethos talks to building strong foundations. With strong foundations, children can become whatever they want to be. This was the kind of inspirational, emotive message we wanted to portray as part of the campaign. This led us to the overarching tagline – Bright Minds: For magical futures. #BeAnything
At the centre of the ‘Be Anything’ campaign was a film to promote the key message – that at Bright Minds, children can be anything they want to be. We interviewed 4 children at the nursery and turned their answers into a compelling story before sharing it on social media and on the Bright Minds’ website.
Working from scratch, we developed a social media strategy that involved the creation of weekly social plans which aligned with their key messaging, helped position them as industry leaders and showcased their fantastic facilities. For the PR element of the campaign, we created and pitched several press releases which all highlighted new and exciting events – from open days to the launch of their new site. We also secured a thought leadership piece in the Birmingham Mail with accompanying video. Advertising also ran in Midlands Business Insider and iChoose Birmingham to reach Bright Minds target audience and announce the opening of the Bright Minds brand in Birmingham.