A brand campaign to reposition Singapore's leading EdTech business.

The brief

Geniebook, one of Singapore’s fastest growing EdTech companies, had successfully captured the online tuition market but faced the challenge of repositioning itself as a leader in the broader education space. With the launch of a new AI-powered learning platform, they sought to elevate their brand from tuition provider to the benchmark for personalised learning. The task was to dramatise the effort parents invest in helping their children study and show how Geniebook’s intelligent system could amplify those efforts, delivering a smarter, more effective way to personalise every child’s education.

What we built

Results

To reposition Geniebook beyond online tuition and establish it as a leader in personalised learning, UNCANNY created a campaign that dramatised the many ways parents try to support their child’s education, from highlighting textbooks to playing classical music. At the heart of the work was a delightful film underscored by a study-like soundtrack, each parental tactic exaggerated until outdated methods vanished, replaced by Geniebook’s AI-powered learning platform. True to our philosophy of combining human imagination with intelligent systems, AI was not just the product story but also a part of our process: we used AI tools to accelerate concepting, generate campaign variations, and optimise creative fit-for-format across OOH and digital channels. The result was a multi-channel rollout that reached parents across Singapore with the right message at the right time — positioning Geniebook as the smart, modern way to personalise learning.