Easy Way Film, Digital Easy Way Subtitles by Loducca

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Easy Way Subtitles

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Industry Language schools
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency Loducca
Creative Raphael Franzini
Released February 2013


Cannes Lions 2013
Cyber Lions Websites & Microsites; Commercial Public Services Silver
Mobile Lions Best Integrated Campaign Led by Mobile Bronze
Mobile Lions Creative Use Of Technology; Networked Mobile Technology Bronze
Promo and Activation Lions Use of Promo & Activation; Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Easy Way language center combined Closed Captioning technology with Google Translate to provide subtitles for Brazilian TV in any language. http://easywaysubtitles.com/
Media: Online
Category: Education
Agency: Loducca
Advertiser: Easy Way language center
Title: Easy Way Subtitles
Creative: Raphael Franzini
Head of Design: Gustavo de Lacerda
Creative Directors: Cássio Moron, Fábio Saboya, Sérgio Mugnaini
Chief Creative Officer: Guga Ketzer
Programmers: Raphael Franzini, Vítor Manfredini
Account Director: Wilson Negrini
Client: Sérgio Veiga
Published: December 2012
Describe the brief from the client
The Brazilian economy is booming, reaching a state of almost full employment. To fill many positions, companies are hiring skilled executives from abroad. In the last 4 years, the number of work Visas grew by 60%. Easy Way is a language center with private portuguese classes for foreigners, and needed to reach this very specific target in a unique way.

Promotion Development

Our idea was to allow this community to watch local broadcast TV. Currently, 1 in every 6 viewers watch TV along with a connected device, and the broadcast TV Soap Operas are usually not only the highest rating programs but also the most commented tv shows on social networks.

We created a second screen app that can translate local TVshows in real time. To do that, a computer hooked 24/7 captures and uploads the closed caption data to Google Translate to display it in any language.


So far, over 1 MM lines of subtitles were translated by the app and all Easy Way classes are sold out.

Relevancy to Product/Service

Since there aren’t relevant media options to reach this target, we decided to build one to relate with the expatriate community. With display media on niche websites of expats in Brazil and mobile advertising to promote the app, we could effectively reach them to engage on the use of the app.