KID’S FLIGHT ANNOUNCEMENT by Ogilvy Sao Paulo for Red Balloon

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KID’S FLIGHT ANNOUNCEMENT

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Industry Language schools
Media Print, Magazine & Newspaper
Market Brazil
Agency Ogilvy Sao Paulo
Director A Dupla
Executive Creative Director Fred Saldanha, Claudio Lima
Art Director Andre Kirkelis, Douglas Kozonoe
Copywriter Fred Saldanha, Tiago Meloni, Erick Stossel
Account Supervisor Camila Porto
Illustrator Arthur D’Araujo
Editor Tony Tiger
Released September 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: RED BALLOON
Product/Service: ENGLISH SCHOOL FOR KIDS
Agency: OGILVY BRASIL
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Fred Saldanha (Ogilvy Brasil)
Copywriter: Erick Stossel (Ogilvy Brasil)
Copywriter: Fred Saldanha (Ogilvy Brasil)
Art Director: Douglas Kozonoe (Ogilvy Brasil)
Art Director: André Kirkelis (Ogilvy Brasil)
Illustrator: Arthur D’araujo (Ogilvy Brasil)
Head Of Production: Nana Bittencourt (Ogilvy Brasil)
Media Director: Luis Monteleone (Ogilvy Brasil)
Account Supervisor: Camila Porto (Ogilvy Brasil)
Account Manager: Valeria Barone (Ogilvy Brasil)
Planner: Kajsa Mclaren (Ogilvy Brasil)
Film Producer: Conspiração Filmes (Conspiração Filmes)
Director: A Dupla (Conspiração Filmes)
Executive Producer: Fabio Seixas (Conspiração Filmes)
Editor: Tony Tiger (Conspiração Filmes)
Sound Producer: Satélite Áudio (Satélite Áudio)
Advertiser's Supervisor: Rodrigo Facchinetti (Red Balloon)
Media placement: We Used The Flight Attendants' Announcements In English as media. - Domestic Flights In Brazil - February 27th - 2012

Describe the objective of the promotion.
Our objective was to put Red Balloon students’ English to the test in a real life situation.

Describe how the promotion developed from concept to implementation.
In Brazil it’s very hard to find a flight attendant that speaks English well. The flight announcements are commonly incomprehensible when the English version is spoken. So we found an opportunity to put Red Balloon’s students to the test in a real life situation: Carnival holidays right after the flight attendant’s announcement in Portuguese. During the students would make a live translation of the speech in perfect English.

Explain why the method of promotion was most relevant to the product or service.
The promotion tested Red Balloon’s students in a real life situation so they could prove the quality of the English they learn at the school and how important it is to start speaking the language as a child. We chose the carnival holidays, so we could impact the great amount of families that travel during this period, right before the new school year.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With Red Balloon Kid’s Flight Announcement, we managed to impact hundreds of parents and children that were traveling during the carnival holidays and many others with the official video of the promotion on YouTube and other videos recorded and posted by the passengers themselves. Red Ballon shored to parents and children all out Brazil that our little students learn English for real.