Wunderman Thompson London
7 days ago
BT’s latest campaign and game ‘Digital Dash’, created by Wunderman Thompson UK, aims to get kids fit for a digital future. With over 65% of future jobs for children yet to be defined, BT’s mission is to provide a level playing field with free resources, aiming to educated 5 million children by 2025 in the skills for tomorrow.
Digital Dash is a fun new app-based game, giving children the tools to navigate a digital future through play, created with the help of teaching professionals. They’ll create, train and race a virtual athlete in a series of mini games that boost their athlete’s strength, agility and stamina, while they climb the leader board learning valuable digital skills as they progress. With a recent study by UCL Institute of Education revealing that over 2 million children have done little to no homework during this period, the game is a resource for parents looking to support their children’s digital education at home. All you need is a phone or an iPad.
Children top of the leader board will be invited to participate in a live final on July 23rd. Other parents and kids are able to join live on YouTube. The event hosted by double gold winning Olympic athlete Kelly Holmes and TV presenter and Radio DJ Reggie Yates, is aimed to fill the school sports day gap in kids’ calendars. Top kids will participate in interviews as their virtual athletes compete in the final race, with the chance to win new tech for their school.
Steve Aldridge, UK chief creative officer at Wunderman Thompson said: “Digital Dash puts education first without compromising on fun. Each aspect, from the avatars, mini games, algorithmic thinking to sequencing and live event, has seamlessly brought together creativity and technology with families in mind. Where else can you put on your jet pack, style your mohawk and learn digital skills for life?”
The campaign is now live across YouTube, Instagram, Facebook and VOD. BT’s customer base will be engaged via email and SMS and further awareness will be built via a PR and influencer strategy; including Reggie Yates, Kelly Holmes, Candice Brathwaite, Jeanette Kwakye, Daddy & Dad and the Honest Mum.
The app is available to download now via the App Store and Google Play.
Agency: Wunderman Thompson
Chief Creative Officer: Steve Aldridge
Creative Directors: Richard Morgan, Christopher Mckee
Creatives: Matthew Benney, Brendan Howell
Business Director: Ruth Fidler
Account Director: Esther Davies
Senior Account Managers: Katy Smart, Stacey Harris
Senior Strategist: Antonina Mullen
Data Lead: Andy Terry
Producers: Suzanne Moules, Dan Verrier, James Wilson
Designers: Conor Bevan, Tyler Hendy
Game animation and UI design: Matt Jacobs.
Copywriter: Nathan Burley
Tech Consultant: Julian Pool
User Testing: Deborah Wykes, Robyn D’arcy
Game development: Koffecup
PR: Nelson Bostock Unlimited