DIAL by Lew'Lara\TBWA Sao Paulo for Cultura Inglesa

DIAL

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Industry Language schools
Media Promo & PR, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Felipe Luchi, Victor Sant'anna, Manir Fadel, Luciano Lincoln
Art Director Bruno Bomediano
Released April 2010

Credits & Description

Category: Best Use of Radio
Advertiser: CULTURA INGLESA
Product/Service: ENGLISH LANGUAGE SCHOOL
Agency: LEW'LARA\TBWA
Date of First Appearance: Apr 13 2010 12:00AM
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Jaques Lewkowicz (Lew'Lara\TBWA)
Creative Vice President: André Launrentino (Lew'Lara\TBWA)
Creative Director: Felipe Luchi (Lew'Lara\TBWA)
Creative Director: Luciano Lincoln (Lew'Lara\TBWA)
Creative Director: Manir Fadel (Lew'Lara\TBWA)
Writer: Rafael Pitanguy (Lew'Lara\TBWA)
Art Director: Bruno Bomediano (Lew'Lara\TBWA)
Media Director: Fabio Walker (Lew'Lara\TBWA)
Media Manager: Adriana Lopes (Lew'Lara\TBWA)
Media placement: Radio - Oi FM - 13/04/2010

Results and Effectiveness
Without using the traditional advertising methods - which end up making people switch the radio station -, with this format we used what people like the most to deliver our message and to speak about our client: the regular song list of a radio station. Results: More websites hits and hopefully, more people wanting to learn English. The action has just hit the streets, so commercial results aren’t available yet.

Creative Execution
To find a way to translate the regular station's songs when they were played, showing the lyrics on the radio screen. Everything happened at IO FM radio, one of the most listened-to radio stations by young people. And we found a new use for radio screens. The public was surprised and curious when it realised - from then on - it could not only listen to the radio, but read it too.

Insights, Strategy & the Idea
The objective was to show that Cultura Inglesa's English Course makes you understand what is sung. The course is aimed at a young target audience. The perception was that young people are in contact with the English language the most when they are listening to the radio. The client had a unique space and format to speak with its audience and the audience had a free and functional translation service while it was listening to the radio.