Unacademy’s first hello to the world was ‘Let’s Crack It!’, a 360-marketing campaign brought to life by the collaborative efforts of McCann and Unacademy.
For Unacademy, it was always important to have a strong brand experience that challenged the coaching centre status quo, while reinforcing academic credibility and maintaining the seriousness that educational products demand.
At the heart of the campaign, were the TV commercials. Each of the three told the story of determination, persistence and passion of the students respectively, showcasing students, from different walks of life preparing for competitive exams. Each film was created into a story piece that showcased real-life struggles like defeating geographical barriers, making sacrifices and braving dejections. Each story focuses on how Unacademy starkly bridges the gap between aspiring students and quality education. Two of the three films raked up over 34 million views each, in just a matter of a few days from release!
The ‘Let’s Crack It!’ anthem
An atypical but unique component of the campaign was the ‘Let’s Crack It!’ anthem; sung by Naezy, and produced by Dub Sharma. An ode to the hard work and perseverance of students, the anthem puts the spotlight on the struggles of the aspirants and applauds the students who go through the daily rigour and burn the midnight oil.
The use of Let’s in Let’s Crack It! along with the films showed emphasised that Unacademy understands the unique challenges faced by students and works as a partner to help you overcome great odds.