In the aftermath of the pandemic, and as the world began to recalibrate in 2022, the impact on children was undeniable. They had spent years tethered to screens, often without the guidance needed to navigate the complexities of the digital world safely.
Recognizing the need for action, A1 Slovenia, a communication provider, designed an online safety education program for elementary schools called Online Brainiacs. Our communication agency, Taktik, led the initiative. The mission was clear, to help children understand the dangers and responsibilities that come with digital technologies and equip them for safer, more responsible online lives.
After two years, A1 Slovenia wanted to take the program further. They sought to spark wider interest and involve more children. As their communication partner, the challenge was to elevate this online safety program beyond the classroom and into the spotlight, capturing the attention of kids, parents, teachers and the media alike.
Achieving A1 Slovenia’s vision wasn’t without its challenges. The biggest question was how to make online safety — a subject not always perceived as exciting — engaging and fun for kids. At the same time, we had to ensure the program gained enough media traction to create the widespread awareness necessary for its success. Balancing these goals while navigating the intricacies of reaching diverse audiences required a strategy that was both creative and adaptable.
Turning Insights Into Action: A Bold Idea
After two years of running the Online Brainiacs program, one key insight emerged. The highlight for the kids was always the quiz at the end of the workshop. Therefore, it was decided that a quiz should become the focus of the activity.
To ensure participation from a larger crowd, Taktik took the quiz online and turned it into a nationwide event — the all-Slovenian quiz on online safety. This fun and educational initiative tapped into kids’ love for friendly competition, adding a competitive edge to the learning experience.
The only thing missing was a way to grab media attention and add extra excitement for participants. After considering several options, the agency decided to pursue breaking the Guinness World Record for the largest online quiz in the world. Between Slovenians’ passion for setting records and the chance to attract media coverage, this strategy was ideal. It would not only increase participation but also ensure widespread media exposure for our Online Brainiacs program, aligning with one of client’s main goals.
Crafting a Record-breaking Quiz: From Strategy to Showtime
After meeting all Guinness World Record licensing requirements, we began designing the quiz and simultaneously crafting our communication campaign. Both efforts were focused on the same objective:
securing enough participants and ensuring they answered all the quiz questions.
To make the online quiz appealing to the children we designed it as a TV game show. A popular comedian was brought on board as the host, paired with a relatable tween co-host to engage the young audience. A user-friendly quiz platform was implemented, offering full customization and efficient participant management. The show itself was carefully scripted to blend education with entertainment, making it fun and engaging for the kids.
The project's communication strategy was executed through a combination of owned and earned media, with multiple platforms utilized to ensure broad reach and strong engagement with target audiences.
The initiative took on three key phases aimed at building awareness of the quiz and recruiting schools, creating buzz and excitement, and driving publicity. With these distinct objectives and three different target audiences — children, teachers/headmasters and the media — different communication channels were employed to deliver the messages effectively.
Direct communication, supported by a social media campaign, was crucial for getting schools involved and engaging teachers in the excitement of participating in something extraordinary. The media was engaged by leveraging the appeal of the record attempt and providing opportunities for interviews with the official adjudicator, along with access to select schools for live coverage. Finally, to maintain children's interest during the one-hour show, the appeal of the famous host and the overall design of the event were strategically used.
A Resounding Success in Engagement and Visibility
Thanks to our strategic approach, the Guiness World Record attempt was a success. More importantly, we achieved our communication goals and objectives, outlined below.
Goal: Increase the visibility of Online Brainiacs program and raise awareness of online safety through earned media.
- Objective: Break the Guinness World Record to drive media coverage.
Result Achieved: The record was broken by over a two-fold.
- Objective: Secure at least 40 earned news items with a total reach of at least 2 million.
Result Exceeded: 157 news items were published, with a total reach of 18 million.
- Objective: Online Brainiacs project is mentioned in 67% of media items.
Result Achieved: Online Brainiacs were mentioned in 69% of generated publicity.
- Objective: Increase applications received for running the Online Brainiacs at schools by 10%.
Result Exceeded: Number of applications increased by 45 %.
Goal: Equip a larger number of children with the basic skills of internet safety and engage them effectively.
- Objective: Encourage schools to participate in the quiz so that at least 10,000 children receive basic online safety training.
Result Exceeded: Over 20,000 children took part in the quiz.
- Objective: Motivate participants in a meaningful way so at least 8,000 children answer all the questions.
Result Exceeded: 15,225 children answered all 32 questions.
Our success was largely driven by a combination of tactical factors. Direct outreach to schools, paired with continuous communication, ensured strong participation while keeping the process straightforward and accessible for all involved.
On the publicity front, while the record attempt served as the primary catalyst for attention. However, the additional engagement with local media and correspondents provided an invaluable boost, amplifying the project's visibility and impact within local communities. Together, these efforts helped us create a campaign that was not only engaging but also widely recognized.
By combining the thrill of a world record attempt with the educational goals of the Online Brainiacs program, we created a campaign that not only engaged children, but also raised significant awareness around online safety. The campaign's results speak for themselves. We exceeded participation targets, broke a Guinness World Record and garnered far more media coverage than anticipated. In the end, this project wasn’t just about setting records, it was about leaving a lasting impact, empowering children to navigate the digital world responsibly and proving that with the right mix of preparation and flexibility can lead to extraordinary results.