100-Point Tutor is an online platform that helps schoolkids prepare for Russia’s Unified State Exam (EGE). But for most teenagers, exams mean the worst part of school life: endless cramming, sleepless nights, and “nerds” who rarely get respect from their peers.
Our task was to shift brand perception: from a dull service for parents into a cultural influencer for teenagers.
That’s how Big Balls Club was born – a closed community for those who score the maximum. (“Balls” in Russian means “points,” and the EGE is scored on a 100-point scale. This wordplay inspired the club’s name.)
We turned exam prep into youth culture: a limited merch drop available only for top scores, a boat party wrapped in a giant pink fur coat, real top scorers on digital billboards, and an official anthem from rapper Paranoia. Here, a 100-point score became a source of pride and street cred.
On the day results were announced, we welcomed all top scorers into the club and turned it into a viral event picked up by media, social platforms, and the schoolkids themselves.
31M views and 3.6M reactions on TikTok. Engagement rate of 11.5% – twice the benchmark for this audience. 78% of teens who saw the campaign said a top score deserves respect and dream of joining Big Balls Club.
We turned a tutoring service into a lovemark for Gen Z.