English Excellence Design & Branding SUBTITLE MAN by Momentum Ogilvy & Mather Lima

SUBTITLE MAN

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Industry Language schools
Media Design & Branding
Market Peru
Agency Momentum Ogilvy & Mather Lima
Director Mauricio Hidalgo
Art Director Omar Bustamante, Enzo Baglietto, Daniel Morales
Copywriter Renzo Viacava
Producer Carla Chuiman
Editor Hector Mezarina
Released December 2011

Credits & Description

Category: Promotional Item Design
Advertiser: ENGLISH EXCELLENCE
Product/Service: ENGLISH EXCELLENCE
Agency: OGILVY PERU
Chief Creative Officer: Aldo Canchaya (Ogilvy Perú)
Copywriter: Renzo Viacava (Ogilvy Perú)
Art Director: Daniel Morales (Ogilvy Perú)
Art Director: Enzo Baglietto (Ogilvy Perú)
Art Director: Omar Bustamante (Ogilvy Perú)
Producer: Carla Chuiman (Ogilvy Perú)
Account Manager: Ursula Canchaya (Ogilvy Perú)
Chairman: Oscar Vidaurreta (Ogilvy Perú)
Director: Mauricio Hidalgo (Cine70)
Music Producer: Daniel Chirinos (Spinaca)
Editor: Hector Mezarina (Redworks)
Media placement: t-shirt - Lima Bars - December 2011
Describe the brief from the client
- Increase the number of students in English Exellence, an English Institute.
- Expand awareness.
Describe the challenges and key objectives
- Expand interaction between potential students.
Describe how you arrived at the final design
We realized that the best way to accomplish that interaction with our target was creating a t-shirt that projects instantaneous subtitles in spanish which our "foreigner" was saying in English. We achieved that not only with the girl but all the people in the bar.
This was achieved with an interpreter who was listening what the "foreigner" was saying and instantaneously writing with a remote on a console, making the text appear on the chest with LED lighting system.
Give some indication of how successful the outcome was in the market
First 3 months results:
- Subtitle Man entered into more than 310 bars; with impact of over 5,000 people and over 2,000 girls to start learning English
- Enrolment raised 630% overpassing available vacancies
- Brand recall raised up to 158%