The Tutor Crowd: Taking Classrooms to the Streets

Credits & Description:

The Tutor Crowd, a private online tuition company, was faced with a double challenge: debunking the myth that private tuition is dull, expensive, and elitist among 18 to 25 year olds and getting them to sign up for a free trial—a service that 90% of people stick with after trying. And they had to overcome these challenges on a very limited budget.
With the goal of doubling the weekly average number of free trials in mind, the Tutor Crowd partnered with ARC London and took its classrooms to the streets. The organizations scoured London for graffiti containing spelling or grammatical errors, corrected it with non-permanent vinyl and paint pens, and left a branded sticker offering a free trial with the Tutor Crowd. Taking a humorous approach to the editing helped the Tutor Crowd combat the formal image of tuition and communicate with its young audience on their terms. Word about the campaign spread and the Tutor Crowd earned free media across London. The campaign also featured a blog showcasing the best examples of corrected graffiti, and photographs of the street art were transformed into outdoor advertisements.
The blog reached more than one million people through Facebook, Twitter, and other forms of media. In addition, the Tutor Crowd experienced a 250% increase in free trials, and inquiries were up 80% from the previous month. Revenue also increased 60%—proving the timeless lesson that great marketing doesn't have to be pricey.
Agency: ARC London
Client: The Tutor Crowd
Asia Pacific Executive Creative Director: Beri Cheetham
Copywriter: Ben Smith
Art Director: Dan Kennard
Designer: Catherine Williams (Leo Burnett)
Copywriter/Art Director: Dan Kennard (Leo Burnett)
Copywriter/Art Director: Ben Smith (Leo Burnett)
Photographer: Chris Dodd (Leo Burnett)
Group Executive Creative Director: Justin Tindall (Leo Burnett)
Head Of Production: Simon Gregory (Leo Burnett)
Account Director: Marissa Limberis (Leo Burnett)
Executive Creative Director: Beri Cheetham (Leo Burnett)
Planning Director: Michelle Whelan (Leo Burnett)
Head Of Production: Steve Freedman (Leo Burnett)