Brand Overview
EuroKids is one of India’s leading pre-primary education brands with a strong presence across the country. Known for its child-first learning philosophy, EuroKids has consistently invested in modern and research-backed teaching methodologies. The brand recently introduced HEUREKA, a learning framework inspired by Harvard’s Project Zero, aimed at enhancing early childhood cognitive development.
Campaign Objective
EuroKids partnered with The Media Ant to strengthen visibility, drive admissions, and create widespread awareness for its new HEUREKA curriculum across India.
Key Performance Indicators
- Increase admissions across EuroKids centres
- Establish strong brand presence in regions with limited digital visibility
- Drive awareness for the newly launched HEUREKA curriculum
Challenges
Before the campaign, EuroKids lacked consistent digital visibility in several high-potential locations. Admissions needed to be scaled across centres, and the new curriculum required strong nationwide communication for recall and differentiation.
Geography and Target Audience
Locations Covered: PAN India
Target Audience:
- Age: 25–39 years
- Gender: Male and Female
- SEC: Mid to high income households
- Audience Affinity: New parents, families focused on early childhood learning and quality education
Campaign Duration
January to April 2025
Media Mix
Radio, OOH, Print, BTL (including buses and mobile vans)
Approach
- OOH was deployed to create wide visibility and establish EuroKids’ physical presence in priority markets.
- Radio and BTL activities were selected to drive frequency and enable hyperlocal communication around EuroKids centres.
- Messaging focused on generating urgency for admission season and highlighting the introduction of the HEUREKA curriculum.
Key Message:
Admissions Open with emphasis on Introducing HEUREKA – based on Harvard’s Project Zero.
Execution
- Rollout Phases:
- January–February: Radio-heavy phase to build momentum in local languages
- February–March: OOH-focused visibility across key traffic touchpoints
- March–April: BTL-heavy phase near centres using mobile vans and bus branding
- Creative Assets:
Admission-focused messaging paired with curriculum USPs - Media Placement Strategy:
- Radio: Top 2 stations in each market using local language creatives
- OOH: High-traffic and high-dwell time areas for maximum visibility
- BTL: Activity hubs, residential clusters, and centre catchment zones
Hoarding: Chennai
Hoarding: Hyderabad
Kolkata – Print
Hoarding: Pune
Bus stop: Chennai
Bus Branding: Bengaluru
Results and Impact
Qualitative Results:
- Significant uplift in enquiries across key centres
- Increased walk-ins during the admission cycle
- Enhanced visibility in previously low-presence markets
Key Learnings and Takeaways
- Targeting new parents through BTL activities in hyperlocal pockets proved highly effective.
- Local language radio stations delivered strong frequency and recall, contributing to walk-ins.
- A phased rollout ensured consistent visibility during the entire admission season.
