Social Mixer 2024 Singapore
PCF Sparkletots takes learning outside the classroom in new campaign

PCF Sparkletots takes learning outside the classroom in new campaign

share on

PAP Community Foundation (PCF) Sparkletots has released a new campaign challenging common misconceptions of the preschool operator as being a 'void-deck preschool'. 

At the heart of the campaign is a 90-second television commercial titled "Lessons beyond the classroom". In the ad, viewers are taken beyond the classroom to experience a magical world full of hands-on-learning opportunities. 

Don't miss: SUSS adds a pop of colour to its school in vibrant rebranding

The ad starts with a pre-school teacher and a group of students planting seeds as part of a lesson. The backdrop of the class later opens up to reveal a bustling market. The students are then seen walking around the market and learning how to pay for fruits using money. 

They are later seen helping a blind woman cross the road and helping elderly folks water plants at a community garden. The ad ends with the students back in the classroom with the slogan "We open your child's world so they can better build ours" across the screen. 

The campaign was created together with creative agency group Tribal Worldwide Singapore. It includes digital, social, MRT and bus stop placements. 

“This film is part of our ongoing efforts to attract a new generation of parents. Tribal Worldwide has done an exceptional job of showing what the kids experience, how they see the world, and how much they enjoy learning through our unique curriculum that focuses on character and values," said Yvonne Tang, strategic planning and communications director at PCF Sparkletots Singapore. "Ultimately, these experiences will help shape them into people that make a difference in our world," she said. 

“By showing how lessons come alive in the community through the eyes of a child, we demonstrate that at Sparkletots, every school day is an adventure filled with inspiring, enriching, and fun lessons,” said Junqi Liao and Shawn Lam, Tribal Worldwide’s senior creative team. 

Other schools in Singapore that have attempted to reposition itself includes the Singapore University of Social Sciences (SUSS). 

Earlier in January this year, the school unveiled a refreshed brand identity, complete with a modernised logo, rejuvenated colour palette, and updated visual elements as part of its strategy to enhance its positioning as the leading university for social good.

Along with the rebrand, two brand films have also been released to amplify the individuals of SUSS. Featuring SUSS graduates from a range of disciplines such as early childhood education and public safety and security, the video showed how these individuals can effect change by enriching the lives of those around them.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:  
KiddiWinkie Schoolhouse ushers in a sustainable era with a new look  
Preschool Kinderland's brand sentiment plummets as abuse video circulates  
Pat's Schoolhouse undergoes major brand refresh with name and curriculum changes 

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window