Action! From the teacher's desk to the big screen

Being a teacher is much more than just teaching: Hardly any other job encompasses such a variety of roles, such a broad range of tasks and such variety. PIO communicates how attractive this profession is with the “LEHRERIN Sachsen” campaign by the Saxon State Ministry of Education und Cultural Affairs. And where can you find as much undivided attention for such an important message as in the cinema?

Task

As part of our teacher recruitment campaign, the Saxon State Ministry of Education and Cultural Affairs went about the conception, production and broadcasting of a cinema commercial. This new format within the campaign was intended to reach even more people and get them excited about the teaching profession in Saxony. Cinema advertising generates emotions. The audiovisually conveyed mood not only achieves a high recall rate among the recipients, but also the target group can be specifically addressed because you enjoy their undivided attention - after all, cinema advertising can neither be clicked away nor be blocked.

Implementation

The PIO spot concept for the big screen: Being a teacher is more than just “any” job. It's actually many jobs in one and that's exactly why teachers love their profession! We wanted to make this diversity visible and audible in the cinema spot.

Using the format of the well-known guessing game “Who am I?”, we presented the many roles that teachers hold. At the end, we revealed that it was all about the teaching profession. In this way, we encouraged the audience to guess along and increased their attention.

Together with our film production partner, we spent two days shooting at Questenberg Primary School and Pestalozzi Secondary School in Meißen. We didn't choose actors as our protagonists, but had the teachers from these two schools speak to the camera as testimonials “from next door”. They revealed their personal extras of the profession - from the “tour guide” and the “complaints box” to the “diplomat”. In this way, we demonstrated the great diversity of the teaching profession through short, individual statements.

Result

The cinema spot was a huge success: it was broadcasted in front of all blockbusters in cinemas across Saxony and at the Schwarzkollm film nights. The commercial reached more than 119,000 viewers in the relevant target groups of the 18- to 45-year-olds. We also played the ad online and on social media, where it achieved over 5.5 million impressions.

The response, particularly on the ministry's own online channels for the “LEHRERIN Sachsen” campaign, which PIO also manages, was consistently positive. A prize game as well as the publication of making-of material from the shoot generated additional reach, interaction and attention.