Pearson: Learning unlocked

Pearson, a digital education brand, launched a campaign in India to increase the brand's reach among educators, launch B2C products for the first time and take a focused and differentiated approach given restrictions on budgets because of COVID-19.

Situation Analysis

COVID-19 had upended education in the way nothing ever had. The pandemic led to the closure of schools in 188 countries, affecting more than 1.5 billion students and 63 million primary and secondary teachers worldwide, according to a UNESCO report. Overnight, students and educators had to shift to online platforms and models to keep the learning curve intact. Therefore, to get them to adapt to online learning, it was crucial to showcase the benefits of e-learning and how it can make life easier for both students and educators.

The need of the hour was to offer cutting edge...

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