Created by Wunderman Thompson, the Vem por aqui campaign premieres this Monday (16); while still having a second stage
A disruptive idea for education. Perhaps this is the best definition for the new investment by Anhanguera, a brand from the Cogna Educao group. After two years of studies and research, this week the institution debuts its new positioning Vem por aqui, built on the purpose of overcoming the barriers that prevent students from realizing their dreams.
According to the most recent data from IBGE, Brazil has around 70 million adults who have not completed basic education, and, despite the improvement in completion rates in recent years, there are still 2 million young people who drop out of high school. up to 19 years old.
Given this scenario, in addition to repositioning, Anhanguera presented a complete portfolio that includes open, professional, technical,
undergraduate, postgraduate and Education for Youth and Adults (EJA).
Leonardo Queiroz, partner and vice-president of growth at Cogna, owner of Anhanguera, says that, with the life centric vision, the Vem por aqui campaign focuses on personalizing education.
Education focuses on what the school wants to teach. But the world changed and, therefore, we needed to change this dynamic. We don’t just want to take
knowledge, we want to help people take the next step in their lives. To do this, I can’t teach you what I want, I have to teach you what you need, when you need it, the way you want.
need, he said.
Queiroz understands that many people see the study as a pain, different from the new campaign’s proposal. We want to reverse this logic: come here to talk, because here we will give you a hand, help you, he stressed.
Developed by Wunderman Thompson, the action has a communication strategy that includes all media, regional and local, as well as visual communication in some parts of the country’s main cities.
Furthermore, the new campaign is divided into two phases. After positioning, in the second stage, scheduled for 2024, films will be released that represent the new communication strategy, inviting the public to reflect on their often unrecognized talents. For Michelle Martins Branco, partner and senior communications manager at Cogna, all initiatives undertaken had to be accompanied by a brand promise, which, according to her, can connect students with the job market.
We saw how the category is positioned and brought Vem por aqui, which is a command, an invitation, but it also gives you the understanding that we are on the person’s side, that we have the property to guide you on this journey, he highlighted.
