Ders Evi, one of Azerbaijan's leading educational centers specializing in university preparatory courses, sought to establish its reputation by highlighting the success of its first graduating class. The objective was to create a campaign that not only showcased these initial achievements but also demonstrated the effectiveness of Ders Evi’s programs in preparing students for university entrance exams. This campaign needed to resonate deeply with prospective students and their families, reinforcing Ders Evi's position as a trusted and results-driven institution.

In Azerbaijan, the journey to university is seen as a crucial milestone not just for students, but for their entire families. For parents, their children's academic success is a source of immense pride, often viewed as the ultimate reflection of their own achievements and sacrifices. This cultural context underscored the importance of positioning Ders Evi as the key to unlocking that pride and success. The campaign needed to tap into this emotional connection, highlighting the transformational impact of a Ders Evi education, not just for students, but for their families as well.

To authentically convey the impact of Ders Evi's programs, we decided to feature real stories from the inaugural graduating class. We conducted comprehensive interviews with several alumni, carefully selecting three stories that would resonate most with the target audience of high school students and their parents. Each story was chosen to reflect common challenges and triumphs faced by students on their path to university.

Rather than using actors, we empowered the alumni to tell their own stories. This approach added a layer of authenticity and relatability, making the campaign more impactful. The narratives were woven into a series of compelling video testimonials, showcasing the personal journeys of these students—from their initial struggles to their eventual success.

The campaign’s authentic storytelling and emotional resonance struck a chord with the audience, leading to a significant increase in engagement. The relatable success stories of Ders Evi’s alumni inspired a surge of inquiries and phone calls, resulting in full classes and a strong pipeline of new students eager to enroll. By focusing on real-life successes, the campaign not only achieved its goals but also strengthened Ders Evi’s brand as a nurturing and results-oriented educational institution.