SUBTITLES by Momentum Ogilvy & Mather Lima for English Language Institute

SUBTITLES

Pin to Collection
Add a note
Industry Consumer & Public services, Language schools
Media Direct marketing
Market Peru
Agency Momentum Ogilvy & Mather Lima
Art Director Enrique Benites, Daniel Morales
Copywriter Renzo Viacava, Andrea De La Flor
Producer Carla Chuiman, Eliseo Lock
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Traffic & Brand Building Bronze

Credits & Description

Type of Entry: Strategy
Category: Traffic & Brand Building
Title: SUBTITLES
Advertiser/Client: ENGLISH LANGUAGE INSTITUTE: ENGLISH EXCELLENCE
Product/Service: LANGUAGE CLASS
Entrant Company: OGILVY PERU Lima, PERU
DM/Advertising Agency: OGILVY PERU Lima, PERU
Chief Creative Officer: Aldo Canchaya
Account Manager: Úrsula Canchaya
Copywriter: Renzo Viacava
Art Director: Daniel Morales
Art Director: Enrique Benites
Copywriter: Andrea De la Flor
Producer: Carla Chuiman
Producer: Eliseo Lock
Describe the brief from the client:
Increase the number of new students in English Excellence, English Language Institute.
Generate awareness.
In Peru 87% of the population doesn’t speak English, but this skill is needed in work or Studies. We found a space where our message will reach directly to our potential target group: the movie theatres.
This fact is more evident at the movies, because the vast majority of films are English spoken and are projected with Spanish subtitles, but in the reading people lose parts of the movie.
Creative Execution:
This is an innovative and simple idea, that uses strategically the media (movie theatres) in relation with the brand, we used a common element as the movie subtitles and subtle transform then in an advertising media.
We found the space where knowing English is needed in order to enjoy the movie in its totality, therefore making the brand message relevant.
Describe the creative solution to the brief/objective.
In a movie theatre, after the movie has been playing for a minute, we made the subtitles move from its normal position until they finally move out of the screen and are projected on the wall at the side.
Subtitles, that are still translating the movie dialogue normally, move until they are projected on the roof. They change again but now the following phrase is projected:
Why aren't you watching the movie?
Learn English. English Excellent.
Our message reached more than 9600 people in 2 weeks
The tuitions doubles in one month
Awareness: we moved from the 5th position to the 2nd
Describe the results in as much detail as possible.
Our message reached more than 9600 people in 2 weeks.
The tuitions doubles in one month
Awareness: we moved from the 5th position to the 2nd