Anak2U is an all-inclusive solution designed for teachers and parents when managing children’s day-to-day activities in Early Childcare Education Centers. With the aim to digitise daycare providers daily tasks and processes including student reports and preparation of class materials, Anak2U’s platform has resulted in bringing down the time required for such manual tasks from two hours to 20 minutes per class (40 students). With a target audience of Malay-speaking and Islam-centric schools, Anak2U has acquired 35 registered schools, 2,000 registered parents and 5,000 registered parents.
THE BRIEF
Recognising the flaws in our current education system, Anak2U noticed the unnecessary and often wasted time taken by teachers to fulfil the admin work in schools. This prevents the teachers from focusing on their students and finding ways to optimise the learning process. With a platform such as Anak2U, teachers are then able to do what it is that they’re meant to do - teach and inspire.
Encouraged by the take up of the app locally and with increasing interest from foreign markets, Anak2U developed and adapted an international version called Kiddy2U that is targeted for the global market, more specifically migrant parents in English, Arabic and French-speaking Islamic countries.
INSIGHTS
The differentiating factor between Anak2U and its competitors is its focus on three key areas: Class & School Management, Material & Lesson Plan Preparation and Blended Learning Methods. With plans to expand outside of Malaysia targeting Islamic-based countries, the founders want to leverage the proprietary content, materials and syllabus within Anak2U in its international version i.e. Kiddy2U as reference for Islamic teaching for migrant parents who homeschool their children.
The challenge was how Kiddy2U could communicate its brand story that makes it relevant and attractive to markets outside of Malaysia.
OUR OBJECTIVE
To develop the Kiddy2U brand from scratch by positioning it as a must-have tool for migrant parents in English, French and Arabic-speaking countries to educate their children about Islam.
OUR STRATEGY
Understanding Kiddy2U’s brand focus and direction, we set out on the Brand Canvas Model exercise to create a strong and relevant brand story. This is aimed at making it easier for Kiddy2U to communicate and articulate its brand in order to enter the global market.
THE OUTCOME
Brand Canvas Model
With a deep understanding of the founder’s vision, we laid the foundation of the brand story by placing emphasis on it being an Islamic early learning tool using technology. More importantly, we wanted to communicate that it is a tool that young Muslim migrant parents can easily use to educate their children about the teachings of Islam no matter where in the world they are.
Before
After
Rebranding
As we embarked on the Brand Canvas Model exercise, we identified the need for the brand name to be more representative of its actual offering as Kiddy2U had merely been a direct translation of Anak2U. As a product that is to be positioned to an international market, we researched Islamic-centric names that audiences from various backgrounds could easily identify and verbally pronounce which was also representative of its Malaysian origins such that Malaysians themselves could take pride in.
This led to the birth of Didiq (actual word is didik in the Malay language which means educate) whereby we presented a newly minted logo as well as a visual representation and language that speaks volumes to its primary and secondary target markets - parents and their young children.
