Much of the learning that is acquired during basic training stages is acquired through memorization. A methodology that for many students can lead to abandoning their studies, or that can later cause difficulties in implementing knowledge in real situations. The stationery brand MP considers it an error of the Spanish educational system and has denounced it in its latest campaign.

Developed during the months of September and October, the strategy focused on generating social conversation to promote a general reflection on the implications of memorization as a learning method. With the help of the agency This Is Odd, a multiplatform campaign was proposed to draw the attention of administrations, teachers, parents and students to the issue.

It was articulated around the “chuletero boli”, a supposed pen with the ability to answer questions in real time thanks to artificial intelligence and perfect for copying in exams. It was developed with an approach based on three phases that played with the codes of digital culture. The intention was to generate expectation and debate around the supposed product.

The first phase was called “El bulo” and involved the launch of a spot, produced by Odd Studios, in which a young man is shown completing an exam with the help of the “chuletero pen.” “We don’t know about suspending it,” the piece states at the end, inviting people to purchase the supposed article in bazaars and stationery stores.

The campaign also started with a video by content creators Juan Beato and Erra. In it they pointed out that the pen helped them succeed and had changed their lives, and they invited their followers to get it to continue on their path.
Other influencers and creators, such as Diego Nister, Clers, Marina Rivers, Marc Biernes or Emma Geike, also participated in this phase of the campaign to boost the reach of the action.

The second phase of the campaign involved resolution, that is, stating that the pen was fake and proposing the positioning of the MP brand regarding memorization. This was done through a creative that pointed out that the product was “fake”, but added: “What is real is the problem: an educational system that rewards memorizing instead of learning.””.

Creativity was also shown in outdoor advertising, specifically on the digital screens of Callao City Lights, in Plaza de Callao in Madrid; and in cinemas. According to the agency, the campaign has also been run on more than 1,500 marquees and on the screens of Cinesa, Yelmo, Kinépolis and MK2.

The piece conveyed the brand’s position, which calls for a review of methodologies in educational centers, especially in light of a world in which digital tools such as artificial intelligence are transforming the way we access both information and knowledge.

The third phase was developed under the concept “Stop memorizing” and focused on the experience, emphasizing both the positioning of MP and the call to the different social agents to promote a change in the educational system. Thus, the brand has given voice to the experiences of the students, who have expressed the impact of memorization on their learning; and also created a knowledge contest with the creators Juan Beato and Erra.

On the other hand, it has also held product giveaways. It has offered stationery material valued at 100 euros to those who followed the official MP account and commented on bad experiences related to exams, copying or memorization. Similarly, it has also challenged teachers, encouraging them to share activities, projects or ways of evaluating that they are applying to help their students truly learn and enjoy learning.
He has also offered them batches of product.

As This Is Odd states in a statement, the objective has been to express MP’s commitment to a more human and current vision of learning. At a strategic level, the campaign has also sought to reposition MP and bring it closer to young people as a relevant voice aware of their needs and problems. He has done it with a friendly, fun tone and aligned with the culture of Generation Z.

“MP wanted to take a leap: connect with Generation Z. And if something defines this generation, it is that they only react to brands that speak in their language.“, commented Silvia Arnau, Account Director at This is Odd, in a statement. “To achieve this, we had to create content that broke with what was expected in stationery and opened real debate on networks about how to learn.”.

Among the results, the agency points out that the campaign has exceeded 7 million views and 2.5 million reactions on social networks. In qualitative terms, they consider that the strategy has promoted the consolidation of MP within the stationery category and has generated its own territory directly linked to the new generations.