Through focus groups with children, teachers, childhood development expert panel and parents, we unearthed the insights that children love to ask questions but adults are indirectly discouraging their inquisitive minds. Based on the insights, we developed the main campaign idea where Magnolia enabled and provided a fun learning environment for both kids and parents.

The campaign started with crowd sourcing of questions most often asked by kids. These questions are later used on print, outdoor, in-store and digital advertisements, and in a Facebook quiz. Augmented reality (AR) technology was deployed to provide the answers in the form of animation videos to the questions featured on the static advertisements. On the Facebook app, the questions were converted into a quiz, where kids and parents were engaged to team up to achieve the highest score within the shortest time. Through the campaign, Magnolia was able to re-emphasize its role as the nurturer for the future of the nation, providing a platform to encourage fun learning for both kids and parents.