Red Balloon Promo, Case study THE DAY BRAZIL WOKE UP TO ENGLISH by Ogilvy Sao Paulo

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Industry Language schools
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Art Director Douglas Kozonoe
Copywriter Fred Saldanha, Tiago Meloni
Producer Nana Bittencourt, Maurício Granado
Account Supervisor Camila Porto
Released January 2011

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: RED BALLOON
Date of First Appearance: Jan 31 2011
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Vice President/Executive Creative Director: Anselmo Ramos (Ogilvy)
Creative Director: Fred Saldanha (Ogilvy)
Copywriter: Fred Saldanha (Ogilvy)
Art Director: Douglas Kozonoe (Ogilvy)
Account Manager: Valeria Barone (Ogilvy)
Account Supervisor: Camila Porto (Ogilvy)
Media Director: Luis Monteleone (Ogilvy)
Media Manager: Sergio Brotto (Ogilvy)
Producer: Nana Bittencourt (Ogilvy)
Producer: Mauricio Granado (Ogilvy)
Motion: Rubens Angelo (Ogilvy)
Motion: Paulo Caldas (Ogilvy)
Sound Studio: Staff Junk (Junk/OM)
Media placement: Newspaper Front Cover - O Estado De São Paulo - Jan, 31th, 2011

Insights, Strategy & the Idea
Even though Brazil is one of the fastest growing economies in the world, only a little more than 5% of Brazilians speak English. For Brazil to be more competitive in the future, its children need to master English. But, how could RED BALLOON, an English school for children, point out this issue? We use the most traditional newspaper in Brazil, “O Estado de São Paulo”. On January, 31st, 2011, back to school day, each subscriber received the newspaper at their homes with the cover page written entirely in English.

Creative Execution
A team of RED BALLOON teachers worked around the clock translating the cover news in real time. With the same content and design as the original, the cover was used to reinforce the importance of knowing English. To clear up the confusion, we added a footer: “Didn’t get it? Ask your kid for help. RED BALLOON. English for kids.”

Results and Effectiveness
In that day, 132,000 subscribers were impacted. And calls to the RED BALLOON Call Centre increased 150%. In the following week, a residual of a 65% increase calls occurred.