
Lumio, a platform that allows teachers to create activities for students to practice, is launching a digital campaign to promote the brand as a fun option for learning.
The “New Ride, Skate, Shred, Learn” campaign has an adventurous and energizing tone that highlights Lumio’s core message, which revolves around enhancing learning by making it active.
It features new products the brand has launched in partnership with Canadian companies West Coast Shapes Ukee Surfboards, Troubl3 Skateboards, and Kindred Snowboards, including a surfboard, skateboard and snowboard, naturally. The products, which were on display at Lumio’s booth at the ISTELive event in Denver, represent how students connect better with learning when it’s active, says Sarah Richards, head of marketing at Smart Technologies.
The campaign also includes a range of creative content, such as videos about the creation of the boards and clips of teachers showing how they learned to surf, skate or ride a board, which will be posted on Meta and YouTube. Additionally, the brand is running contests on social media with free board sports lessons and free surfboards.
Richards tells Media in Canada that the campaign draws on board sports and how they are learned as a parallel to reinforce the message of active participation in the classroom in an emotional and engaging way. “When you’re learning to skateboard, you’re focused, engaged and connected to the world around you. The energy of trying new things and getting better, and the joy of leveling up are what active learning is all about,” Richards says. “That’s the spark Lumio wants to bring to students when they learn by doing, playing and working together. This campaign brings that joy of learning to life.”
The campaign aligns with Lumio’s brand positioning since its launch in 2021, but is different from previous initiatives. “New Ride, Skate, Shred, Learn,” Richards says, goes beyond Lumio’s use as a learning platform for students and teachers, and explores the ways in which people of all ages learn. Its primary audience is students and teachers, and its secondary audience is all people looking to learn.
It also helps Lumio stand out from the competition, notes Richards, who adds that educators and students today have many choices when it comes to educational technology, especially in apps and software. In the aftermath of the pandemic, the number of digital tools the average teacher uses on a daily basis increased significantly, so their experience can become overloaded, says Richards.
In such a market, Lumio didn’t want to add to the noise, Richards says. The team also wanted to highlight Lumio’s features, which reduce the number of different applications that teachers have to use, log into and teach from. “We want to give them a solution to that noise: more balance, more ease,” Richards says.
The concept and content of the campaign were created in-house.