Strategy Brand, Partnerships & GTM
Activation Campaign, Experience
Digitalisation Generative AI, UI/UX
Using AI and Collabs to Bring Learning to Life
How Louken went beyond the brief to position NTUC First Campus as a leader of innovative education
The main hurdle was perception. Many families didn’t know about the forward-thinking approaches in NFC's curriculum, so many of them were not sure about the school’s ability to meet their expectations.
Let’s start with the basics. How did NTUC First Campus’ journey with Louken begin?
First off, a backgrounder: NTUC First Campus (NFC) is a leading early childhood education provider in Singapore, which operates My First Skool (MFS) and Little Skool House (LSH)—preschool brands known for accessible, quality education. Its curriculum focuses on relational skills, global citizenship, and digital intelligence, preparing children for both academic and personal success.
When their team approached us, the primary goal was to enhance visibility and brand perception through impactful partnerships. They wanted to leverage collaborations with industry-leading brands to showcase their strengths and attract more families.
Can you tell us about the challenges NFC faced?
The main hurdle was perception. You see, many families didn’t know about the forward-thinking approaches in NFC’s curriculum, so many of them were not sure about the schools’ ability to meet their expectations. Parents also often thought affordable tuition delivered lower quality, and questioned whether NFC was good enough to prepare their kids for Singapore’s rigorous primary education system.
So how did the team decide to address the problem?
The NFC team came up with the idea of creating a club that was all about bringing learning to life, giving kids and their families hands-on experiences like workshops, exciting industry visits, and fun activities they could enjoy together. Louken’s initial task was to develop a meaningful positioning for the club in relation to both My First Skool and Little Skool House, and find the right industry partners for them—brands that shared NFC’s values in making learning meaningful for kids.
What was NFC trying to bring to kids and their parents?
Whether it was learning how to build relationships, exploring global citizenship, or trying out new tech skills, NFC aimed to make these ideas practical and memorable. It wasn’t just about learning—it was about creating moments that connected families and showed just how much kids could achieve when given the right opportunities.
That’s a big deal! So what did you do to make this happen?
We wanted to deliver more than just partnerships—we saw a chance to help NFC really stand out in a crowded market. We encouraged them to try something bold: embracing innovation through AI-powered learning.
For Children’s Day, we came up with an AI tool that allowed NFC kids to build their own superheroes using simple, guided prompts. This aligned perfectly with NFC’s mission to provide children with enriching, real-world experiences that build essential skills for their future. This move not only elevated their offerings but also helped position NFC as a trailblazer in combining traditional education with modern technology.
AI superheroes? Cool! How did people respond?
The campaign was a game-changer. Introducing the children to digital intelligence wasn’t just about fun; it was telling parents that NFC was taking big strides in educating kids for the future. Families loved it, we loved it, and the children couldn’t stop talking about it.
Months after we launched the AI superhero tool, parents were still asking NFC if they were going to come up with the next edition. That was a super proud moment for us because it showed us how much the tool meant to the kids. Knowing that something we worked on not only sparked their imaginations, but kept them excited months later. That’s why we love doing this work.
Wait, what about the partnerships?
Of course, we haven't forgotten. We went on to build on the success of the AI superhero tool by extending it into something even bigger. Partnering with Uniqlo, we gave kids the chance to bring their superheroes to life by printing them onto custom T-shirts during fun, hands-on workshops. It was a hit!
Shortly after, we initiated a collab between Little Skool House and Mattel, bringing the “Skool of Friends by Barbie” to classrooms, where we used Barbie Dolls, storytelling, loads of activities to help kids learn more about empathy and inclusivity.
These partnerships made NFC’s values come alive in ways families could really connect with.
Partnerships Barbie, Mattel and Uniqlo made NFC’s values come alive in ways families could really connect with.
Parents started seeing MFS and LSH in a whole new light—as innovative and forward-thinking leaders in early education.
That sounds really exciting. How did everyone respond?
The results were truly heartening. Parents started seeing MFS and LSH in a whole new light—as innovative and forward-thinking leaders in early education. The Children’s Day AI-superhero campaign brought incredible energy and excitement, families were engaged and enthusiastic.
Our strategic partnerships too. These added even more credibility. Now, MFS and LSH could stand shoulder-to-shoulder with some of the biggest names in childhood education. Hearing parents talk about how much they liked our ideas? Now that was the biggest win of all.
So, what makes this project stand out for Louken?
This project is a great example of why we think it’s important to go beyond what’s asked of us. For our team, it’s about diving deep to find creative, meaningful solutions that truly make a difference. Helping NFC was a chance to create something special that brought kids closer to the tech that’s already changing our lives. And this project is a great reminder to always push ourselves to do more, to find the best for our clients, and to make our work count.
If you’re ready to make waves, let’s talk.
