| Advertiser | Teacher Recruitment |
|---|---|
| Sector | Government |
| Buying route | 16-34 Adults AGP, AGP |
| Audience | 16-34 Adults |
| Media Agency | MG OMD |
| Copy Length | 30" |
Background
- In an effort to raise awareness among a new generation of potential teachers, the Department for Education (DfE) revamped their 'Every Lesson Shapes a Life’ creative, which showcases a real teacher who is positively impacting students' lives.
- Wanting to inspire and attract new talent to the teaching profession by highlighting the numerous benefits, including lesser-known advantages such as diverse career paths and salary benefits, DfE ultimately aimed at increasing applications amongst a younger demographic.
Plan
- Knowing how beneficial cinema has been in providing incremental reach to a younger skewing audience, in addition to an wider AV plan, DfE bought into an AGP across January – March 2024 that would index strongly towards their target audience of 16-34s, giving them access to films such as Argylle, Migration, Madame Web and Bob Marley: One Love.
Results
Consistent exposure to the ad in the cinema has helped improve DfE’s core KPIs, including boosting awareness and helping to drive conversion and consideration metrics, which ultimately led to online website traffic recruitment sign-ups:
- 58% were able to recall having seen the ad previously, an 8% uplift from benchmarks.
- +17% exposure to the ad in cinema delivered significant uplift in ‘having a much better impression of teaching.
- 35% of respondents had said they were aware of the teaching ad when prompted, with directionally more test cinemagoers being aware than control.
- 1 in 4 are intending to sign up to Get Into Teaching or start an application for teacher training after seeing the ad in the cinema, with 25% saying they are intending to visit the website.