NOWHERE TO RUN by Ogilvy & Mather Bangkok for Efficient English Services

NOWHERE TO RUN

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Industry Colleges, Universities & Education Centers
Media Print, Magazine & Newspaper
Market Thailand
Agency Ogilvy & Mather Bangkok
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Rotrob Ramakomut, Peerawat Temsomboon
Copywriter Nopparat Wattanawaraporn, Nopharit Dusadeedumkoeng, Showtika Somjid, Kris Garford Spindler
Editor Sutthichai Luangamornlert
Released March 2012

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: EFFICIENT ENGLISH SERVICES
Product/Service: WALL STREET INSTITUTE
Agency: OGILVY & MATHER
Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)
Executive Creative Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)
Copywriter: Nopparat Wattanawaraporn (Ogilvy & Mather Thailand)
Copywriter: Showtika Somjid (Ogilvy & Mather Thailand)
Copywriter: Nopharit Dusadeedumkoeng (Ogilvy & Mather Thailand)
Copywriter: Kris Garford Spindler (Ogilvy & Mather Thailand)
Art Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)
Art Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)
Art Director: Rotrob Ramakomut (Ogilvy & Mather Thailand)
Art Director: Peerawat Temsomboon (Ogilvy & Mather Thailand)
Agency Producer: Uravasee Chuturonggukul (Ogilvy & Mather Thailand)
Account Manager: Patsa Attanon (Ogilvy & Mather Thailand)
Film Production Company: (Songmue Production Co.)
Director/Director Of Photography: Kittithat Tangsirikit
Film Producer: Nuraepong Rungniwesn
Editor: Sutthichai Luangamornlert
Sound Studio: (Soundsuite Studio)
Media placement: Brochure - - - 28 March 2012

Describe the objective of the promotion.
Wall Street English is an English language school that provides a practical and results-oriented way of learning to communicate effectively in English. For an upcoming promotion, we want to communicate to our Thai audiences in an engaging manner while also showing that we understand their concerns.

Describe how the promotion developed from concept to implementation.
Based on the insight, Thais are naturally shy and fearful in front of Westerners. When required to speak English, they will try to avoid speaking whenever possible. And this is the key barrier to effective English language learning. In order to tackle this insight, we created an environment drawn from the target’s everyday life experiences. But instead of populating the space with Thais, we used native English speakers. This forces them to confront their shyness and engage in English conversation because there’s simply nowhere else to run to.

Explain why the method of promotion was most relevant to the product or service.
Wall Street English is an English language school that emphasises the learning method that fits with the Thai students. This includes a friendly and simultaneous environment that promotes student’s confidence in speaking English in the classroom. However, most Thais are still struggling in confronting their shyness. This method of promotion is a new and engaging way to force the target to confront their barriers and demonstrate to the target how English language learning is necessary to their daily life. After all this, the target will be handed the campaign brochure for the upcoming promotion offering them a free English proficiency test.

Describe the success of the promotion with both client and consumer including some quantifiable results.
-Number of inquiries increased by 30%.
-Number of participants joining the 'free English proficiency test' promotion doubled.