Red Balloon Case study CELEB GRAMMAR COPS by Ogilvy Sao Paulo

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CELEB GRAMMAR COPS

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Industry Language schools
Media Case study
Market Brazil
Agency Ogilvy Sao Paulo
Director Fabio Hacker
Executive Creative Director Roberto Fernandez, Paco Conde, Roberto Fernandez David
Art Director Guto Kono
Copywriter Fábio Seidl
Designer Juliana Martins, Fred Celestino
Producer Fabiano Beraldo, Adriana Jorge, Roberta Palmari
Photographer Lucio Cunha
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign Gold

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: RED BALLOON
Product/Service: ENGLISH SCHOOL FOR KIDS
Agency: OGILVY BRASIL São Paulo, BRAZIL

Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Roberto Fernandez/Paco Conde (Ogilvy Brasil)
Creative Director: Fabio Seidl (Ogilvy Brasil)
Copywriter: Fabio Seidl (Ogilvy Brasil)
Art Director: Guto Kono (Ogilvy Brasil)
Account Director: Camila Porto/Silvia Brihy (Ogilvy Brasil)
Head Of Client Service: Valeria Barone (Ogilvy Brasil)
Producer: Fabiano Beraldo/Adriana Jorge/Roberta Palmari (Ogilvy Brasil)
Creative Technologist: Jucelino Vieira (Ogilvy Brasil)
Motion Designer: Thiago Bancaro/Tulio Inoue (Ogilvy Brasil)
Digital Director: Daniel Tartaro (Ogilvy Brasil)
Uxd Director: Pablo Moura (Ogilvy Brasil)
Designer: Fred Celestino/Juliana Martins (Ogilvy Brasil)
Projects: Rodrigo Baroni/Wagner Gomes (Ogilvy Brasil)
Photographer: Lúcio Cunha (Lúcio Cunha)
Director: Fabio Hacker (Alemão) (Vetor Zero)
Executive Producer: Alberto Lopes (Vetor Zero)
Setting: Poliana Martins (Vetor Zero)
D.o.p.: Alexandre Elaiuy (Alexandre Elaiuy)
Lua Nova: Paulo Vaz/Guga Ferrari (Lua Nova)

Describe the brief from the client
Red Balloon is the leading chain of English Schools for Kids chain in Brazil. Their branches work with children from the age of 3 onwards.
We wanted to promote it, using the fact that at the age of 8-9 years old, Red Balloon students can speak or write in English as well as a native speaker.



Promotion Development


We created Celeb Grammar Cops, teams of 8-13 year old students who check and correct their idols’ tweets, replying to them with their own pictures and exposing their mistakes and the corrections to millions of fans and parents. The whole action became a video, later replied in different educational and even educational websites. And that drove to new clients looking for our school.




Results


The Celeb Grammar Cops received hundreds of replies and retweets and humorous and educational sites posted our action tweets and videos. But despite creating such a buzz, the key here was raising awareness of two facts: the effects of social media on kids' education and the proof point of the quality of Red Balloon English Schools: awareness. The whole action created a huge waiting list of parents who want to enrol their kids to study English at Red Balloon.




Relevancy to Product/Service


The main point of Celeb Grammar Cops was to use a platform that Red Balloon’s students already use to have fun, and that their parents use as an entertainment and information channel. The brand took advantage of an open channel to question how social media is bringing bad grammar to a new level of exposure, especially when multiplied by the twitter audience/followers of celebrities.