Description
Every JAMB season, Nigerian students don't lack effort, they lack direction. Tuteria, an AI-powered learning platform, faced the challenge of cutting through the noise of WhatsApp tips and last-minute cramming culture to show students a smarter way to prepare.
The truth was simple: panic is not a study plan. Students who fail JAMB don't fail because they aren't smart enough. They fail because emotion replaces method when exam pressure peaks.
So instead of showing up as another tutorial brand, Tuteria showed up as culture. The campaign took the shape of a digital-first drama series titled "Don't Let JAMB Jam You" (local parlance for 'Don't let JAMB hit you), a scripted, character-driven series built entirely around the chaos, comedy, and anxiety students and parents actually live through before UTME. Relatable, funny, and sharp enough to sneak real exam guidance into every episode without once feeling like a lesson.
The result was a brand that earned attention rather than demanded it, building Tuteria's reputation as the only JAMB prep partner that truly gets the student experience, while quietly filling the top of the funnel ahead of peak exam season.
This professional campaign titled 'Tuteria Drama Series' was published in Nigeria in January, 2026. It was created for the brand: Tuteria, by ad agency: This&That Creative Agency. This Content, Digital, and Film media campaign is related to the Education industry and contains 6 media assets. It was submitted 4 days ago by The Chameleon People of This&That Creative Agency .
Credits
Advertising Agency: This&That Creative Agency
Creative Director: JP Idama
Business Director: Kanu Achinivu
Brand Management Lead: Ladun Olabiyi
Digital Lead: Anjolaoluwa Oladipupo
Copy Lead: Oreva Onimisi
Copywriter: Nonso Ugwuja
Brand Manager: Azidan Aziegbe
Digital Executive: Ayomide Olatunde
