Maths education specialist Mathnasium UK has launched its biggest and most sophisticated integrated TV campaign to date, as part of a significant wider investment in marketing support for its growing UK franchise network.

AdSmart from Sky is targeting families in geographical clusters around Mathnasium centres, with the campaign aiming to achieve 1.16 million impressions and drive enquiries across the network.

The TV campaign forms part of Mathnasium UK’s wider integrated marketing strategy, bringing together national and local activity, digital marketing and enhanced attribution to better understand what is driving enquiries and enrolments.

The 30 second creative features testimonials from students across Mathnasium’s network, recruited following a casting call. Clair Brewster-Kerby, Marketing Manager, Mathnasium explains: “We felt it was essential that we captured the authenticity and emotion of our own real-life students. The ‘See Maths Differently’ campaign is about showing families that maths doesn't have to be something a child simply memorises or struggles through. We wanted the campaign to capture those moments when understanding clicks and confidence starts to grow.”

A range of children of different ages talk about how they have grown in confidence and how they are now better prepared for exams.

The TV campaign comes hot on the heels of the development of a successful Digital Growth Trial, which tested a more integrated approach to PPC, SEO, PR, social media, email marketing, online display, retargeting and marketing attribution. The trial delivered strong results across participating centres and has subsequently led to a network wide rollout of Mathnasium UK’s digital marketing transformation programme across the franchise network.

“This is much bigger than simply putting an advert on television,” continues Clair Brewster-Kerby. “We've deliberately connected the TV campaign with the wider digital transformation work taking place across the network, while creating assets that our centres can continue to use locally across social media and other channels. It represents a significant investment in the future growth of our franchise network.”

Kurt Edwards, Business Development Manager, Sky Media said: “Mathnasium is one of several British Franchise Association (BFA) franchisors taking advantage of TV advertising for the benefit of their network. Mathnasium has advertised with us since 2022, and it’s been great to see how the company has grown over the years with Sky’s support.”

Francesca de Lacey, Managing Director, The JMS Group explained: “We have supported Ad Smart’s campaigns for ten years and were one of the very first production companies to work with the platform. We often produce TV advertising content for franchised brands and were recommended by Kurt for this project. It’s been a pleasure to bring Mathnasium’s ideas to life.

“The children were brilliant on camera and we shot a wealth of photos and footage which will also be used for social assets. The beauty of Ad Smart is the facility to tailor the content to each region, so we created 12 different end frames with geographically relevant calls to action. In this way, the whole TV campaign creates a halo effect lifting all other integrated marketing channels.”

Mathnasium is a member of the BFA currently with 47 franchised centres throughout the UK, aiming to grow to 60 by the end of this year and is on track for 100 by the end of 2027. Centres provide bespoke maths tuition for children of all abilities. Programmes are built around the Mathnasium Method™, a proven approach that focuses on developing deep understanding rather than memorisation, helping students strengthen core skills and build long-term confidence in maths.