Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for innovative marketing ideas.
This week he looks at how a children’s charity used a live experience to show people that they could and should teach.
"Those that can…teach" - but how do you know if you are one of those that can? Indian children’s charity The Akanksha Foundation finds many people don’t volunteer to help out in their schools because they don’t feel like they are qualified enough to teach.
So in this brilliant activation, pop-up classrooms were placed in public spaces across Mumbai, complete with desks, blackboards and children.
Members of the public were then invited to give a lesson to experience the simple joy of teaching first-hand. Passers-by turned into Science, English and even Dance teachers and their experiences were then amplified through live social media.
This is a great example of the power of taking the conversation directly to the people you want to meet. Facilitating engagement rather than waiting for people to come to you.
This is at the very heart of experiential marketing and can really give people something to talk about. Putting yourself in front of the consumer and effectively disrupting their normal day-to-day can be an incredibly powerful tool.
The Akanksha Foundation received national press coverage, radio airtime and - in the end - four times as many applications to volunteer. A great result for a great cause.
Read more from Joss Davidge in our Library.