Lumio, a platform that allows teachers to create activities for students, is launching a new campaign designed to promote the brand as a fun option for learning.
The new “Ride, Skate, Shred, Learn” campaign has an adventurous and energizing tone that highlights Lumio’s core message, which revolves around enhancing learning by making it active.
It features new products the brand has launched in partnership with Canadian companies West Coast Shapes Ukee Surfboards, Troubl3 Skateboards, and Kindred Snowboards. The products represent how students connect better with learning when it’s active, says Smart Technologies head of marketing Sarah Richards, who tells strategy that the campaign draws on board sports and how they are learned to reinforce the message of active participation in the classroom in an emotional and engaging way.
“When you’re learning to skateboard, you’re focused, engaged and connected to the world around you. The energy of trying new things and getting better, and the joy of leveling up are what active learning is all about,” Richards says. “That’s the spark Lumio wants to bring to students when they learn by doing, playing and working together. This campaign brings that joy of learning to life.”
The campaign aligns with Lumio’s brand positioning since its launch in 2021, but is different from previous initiatives as it targets a wider audience, to explore how people of all ages learn.
It also helps Lumio stand out from the competition, Richards notes, adding that people today have many choices when it comes to educational technology, with more apps and software in the market.
“In such a market, Lumio didn’t want to add to the noise,” Richards says. “We want to give them a solution to that noise: more balance, more ease.”
The team also wanted to highlight Lumio as a platform that reduces the number of different applications that teachers have to use, connect to and teach. This is given that the number of digital tools the average teacher uses on a daily basis has increased considerably, Richards says.
The campaign includes a range of creative content, such as videos about the creation of the boards and clips of teachers showing how they learned to surf, skate or ride a board, which will be posted on Meta and YouTube. Additionally, the brand is running contests on social media with free board sports lessons and free surfboards. The concept and content of the campaign were created in-house.
