arc London

The Tutor Crowd

Taking the Classroom to the Streets

Overview

In the recession, with cash so tight, spend on English tuition contracted dramatically. The Tutor Crowd needed to make their recruitment campaign much more relevant so we subverted conventional practice and used the medium, language and location of graffiti to talk to teens and young adults, with spectacular success.

Graffiti is part of urban London's fabric. It's found where young people gather (and they actually read it). We searched London for graffiti with bad spelling and poor grammar and corrected it with non-permanent paint pens. Branded stickers directed potential pupils online to The Tutor Crowd site.

Within days, the world was talking about our work. Over 12,000 people visited our blog within a fortnight and 1 million people saw the ads via social media. We were also featured in mainstream titles, generating over £100,000 of free media. All this helped increase tuition take-up by 250%.

Highlights

Awards

  • The Globes (MAA) - Small Budget Campaign - Silver
  • Creative Circle - Best outdoor - Silver
  • MAA/BEST - Best small budget campaign - Best
  • MAA/BEST - Best creative ambient media - Best
  • MAA/BEST - Best creative advertising - Merit
  • MAA/BEST - Best Typography - Merit
  • MAA/BEST - Best art direction - Merit
  • Creative Review - Selected for publication in this year’s Annual
  • Eurobest - Media - Silver
  • Caples - Ambient/Guerrilla marketing - Silver
  • Caples - Best art direction - Finalist
  • Campaign Big - Not-for-profit/Pubic Service - Silver

Related work

Related News

Arc win at MAA Worldwide Globes

We are proud to announce we have won a silver and a bronze at The MAA Worldwide Globes

2 years ago | AwardsRead More

Arc triumph at MAA Best Awards

Arc scooped 3 golds and Arc/Change won 4 merits last night at the MAA Best Awards.

3 years ago | AwardsRead More

Arc wins at Eurobest with The Tutor Crowd

After the Gold success at the DMA awards last week, The Tutor Crowd has won Silver at The Eurobests

3 years ago | AwardsRead More

Continue exploring

AboutNews