Modern Teaching Aids (MTA) has always relied on in-house brochures to promote what it does. The company, that was founded in 1956, is the longest serving educational resource business in Australia and New Zealand. It has more than 10,000 products online and in stock, including exclusive arrangements with over 100 world-class brands.

Once upon a time, it had its category all sewn up. Now, not all teachers and administrators are aware of MTA and the full extent of its offering. So The Idea Shed has created the Extra Mile campaign for MTA, that also goes the extra mile in its delivery.

It is running on TV, online video, digital display, print and social media over a full 12-month period.

The campaign aim was to establish MTA’s key competitive advantages – its 220 local staff, including an in-house customer service team and the largest educational resource field force who visit schools and early childhood centres across ANZ every day.

Simon Whiston, chairman of MTA, explained, “At MTA, we appreciate the extraordinary lengths teachers and parents go to. This campaign acknowledges these efforts and demonstrates how MTA curate, create and supply the widest range of the world’s best educational resources in Australia and New Zealand.

Three 30 and 15 second television commercials (and online videos) depict a young child’s passion (in the form of a dream) for a particular area of learning and show how MTA helps educators go the extra mile to help fulfil their dreams.

In print and online, the extra mile concept is linked to the fact that educators and parents often get asked funny, challenging and sometimes uncomfortable questions by kids.

TIS used these curly questions to provide cut through and a relatable hook for MTA to show how it has gone the extra mile to help teachers answer (almost) all of them.

Credits:

Agency: The Idea Shed

Will Riley: Executive Chairman

John Volckman: Partner, Creative Services

Dale Watkins: Creative Director

Leigh Bigelow: Group Account Director

Mike Avery: Art Director

Carnelian Easton-Jones: Content Manager/Copywriter

Production company: Clockwork Films

Director: Sebastien Guy

Executive Producer: Damien Whitney

Producer :Alan Robinson

Agency partners:

Nunn Media

Ninth Wave