SPEAK ENGLISH CORRECTLY by Script Comunicacao for Cultura Inglesa

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SPEAK ENGLISH CORRECTLY

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Industry Language schools
Media Promo & PR, Case study
Market Brazil
Agency Script Comunicacao
Creative Director Ricardo Real
Copywriter Rodolfo Sampaio, Ricardo Franco
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: CULTURA INGLESA
Product/Service: ENGLISH LANGUAGE SCHOOL
Agency: SCRIPT
Date of First Appearance: Apr 10 2010 12:00AM
Entrant Company: SCRIPT, Rio de Janeiro, BRAZIL
Entry URL: http://www.scriptonline.com.br/culturainglesa/
Copywriter: Ricardo Franco (Script)
Creative Director: Ricardo Real (Script)
Account Manager: Rodrigo Amado (Script)
Media placement: Sponsored Links - Google - 10/04/2010

Results and Effectiveness
This was the first time that a company used the Google correction system as a marketing tool, pioneering a new use for this media. During the implementation period, the number of visits to Cultura Inglesa’s website has increased by more than 60%. Furthermore, all classes were fully booked three weeks ahead of schedule.

Creative Execution
We then decided to buy sponsored links that appeared every time an user made an English mistake in the search process. On them the message: Improve your writing in English. Join Cultura Inglesa.

Insights, Strategy & the Idea
Cultura Inglesa is a well-known english course geographically situated in Brazil. The client demanded a low-cost ad campaign targeted to increase the number of enrollments and English placement tests performed on the website. Realising that Google, during the search experience, provides users with a word corrector tool, our proposition was to use this interface to our benefit.