Easy Way Case study EASY WAY SUBTITLES by Loducca

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EASY WAY SUBTITLES

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Industry Language schools
Media Case study
Market Brazil
Agency Loducca
Creative Director Cassio Moron, Fabio Saboya, Jose Augusto Guga Ketzer, Sergio Mugnaini
Copywriter Raphael Franzini
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Websites & Microsites; Commercial Public Services Silver
Mobile Lions Best Integrated Campaign Led by Mobile Bronze
Mobile Lions Creative Use Of Technology; Networked Mobile Technology Bronze
Promo and Activation Lions Use of Promo & Activation; Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: EASY WAY LANGUAGE CENTER
Product/Service: LANGUAGE CENTER
Agency: LODUCCA São Paulo, BRAZIL
Account Director: Wilson Negrini (Loducca)
Programmer: Vítor Manfredini ()
Programmer: Raphael Franzini (Loducca)
Copywriter: Raphael Franzini (Loducca)
Head Of Design: Gustavo De Lacerda (Loducca)
Creative Director: Sérgio Mugnaini (Loducca)
Creative Director: Fábio Saboya (Loducca)
Creative Director: Cássio Moron (Loducca)
Creative Director: Guga Ketzer (Loducca)
Describe the brief from the client
The Brazilian economy is booming, reaching a state of almost full employment. To fill many positions, companies are hiring skilled executives from abroad. In the last 4 years, the number of work Visas grew by 60%. Easy Way is a language center with private portuguese classes for foreigners, and needed to reach this very specific target in a unique way.

Promotion Development

Our idea was to allow this community to watch local broadcast TV. Currently, 1 in every 6 viewers watch TV along with a connected device, and the broadcast TV Soap Operas are usually not only the highest rating programs but also the most commented tv shows on social networks.
We created a second screen app that can translate local TVshows in real time. To do that, a computer hooked 24/7 captures and uploads the closed caption data to Google Translate to display it in any language.


Results

So far, over 1 MM lines of subtitles were translated by the app and all Easy Way classes are sold out.


Relevancy to Product/Service

Since there aren’t relevant media options to reach this target, we decided to build one to relate with the expatriate community. With display media on niche websites of expats in Brazil and mobile advertising to promote the app, we could effectively reach them to engage on the use of the app.