All over the world, mathematics is the subject which scares most of the students. All the math problems are like scariest truth of their life. But at the same time kids enjoy scary stories the most. These scary stories not just grab their attention but also becomes a story telling session of their group conversation. Hence we mixed scary stories and math in an interesting way.
Solution
Doubtnut.com being the newly launched website wanted everyone to know about themselves. As it was their first communication, we wanted to make it cost effective yet memorable. We mixed both math and scary stories together to communicate our message but with a twist. We used terms related to mathematics to sound like the different Sound effects which adds to the scary part of the story narration.
Insight
This communication was done during a time when pre-annual and annual examinations were approaching in India. This is the time when students are full of doubts and they are seeking help. Guides and sample papers sale go remarkably up during exams too. So, we wanted to make most of this time and wanted people to visit our website. We released the advert in metros.
