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Most of the local Catholic girls’ high schools market themselves along the same lines: becoming part of a group and gaining social status. Mercy Academy has a different mission. Mercy students apply lessons learned to solving real-life problems (e.g., how to clean up an oil spill in the Gulf of Mexico) rather than rote memorization. The challenge was to make that proposition as attractive as the Junior League track.
We helped Mercy create a new brand platform to tell its unique story. Called “Prepare for Real Life,” it challenged the assumptions of middle school girls and their parents, and encouraged them to take control of their futures. It emotionally engaged them through the use of fairy tale characters and clichés that the girls and their parents were steeped in as kids. But the term “princess” also had very real meaning in these girls’ everyday lives. By telling them in no uncertain terms that Mercy believed they were so much more, we ignited a national and international conversation beyond our wildest dreams, with Mercy becoming the most talked-about and admired girls’ school in Louisville, if not all of America.
Out-of-home executions, such as bus shelters, were strategically placed near area middle schools throughout the city.
Experiential displays – like this mirrored feature – were placed in shopping malls and movie theaters.
Conceived, designed and placed with our 13-year-old target in mind.
A local, national and international sensation.
277 million broadcast and online impressions
Voted #1 most inspiring ad campaign for women in 2013 at adweek.com
Inquiries and alumni contributions spiked almost immediately