Нестандартная реклама "Subtitles", рекламодатель: English Language Institute: English Excellence, агентство: Ogilvy Peru
Название: Subtitles
Агентство: Ogilvy Peru
Рекламодатель: English Language Institute: English Excellence
Страна: Перу
Сектор бизнеса: Образовательные учреждения
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Aldo Canchaya | Ogilvy Perú | Chief Creative Officer |
| Úrsula Canchaya | Ogilvy Perú | Account Manager |
| Renzo Viacava | Ogilvy Perú | Copywriter |
| Daniel Morales | Ogilvy Perú | Art Director |
| Enrique Benites | Ogilvy Perú | Art Director |
| Andrea De la Flor | Ogilvy Perú | Copywriter |
| Carla Chuiman | Ogilvy Perú | Producer |
| Eliseo Lock | Ogilvy Perú | Producer |
Describe the brief from the client: Increase the number of new students in English Excellence, English Language Institute. Generate awareness. In Peru 87% of the population doesn`t speak English, but this skill is needed in work or Studies. We found a space where our message will reach directly to our potential target group: the movie theatres. This fact is more evident at the movies, because the vast majority of films are English spoken and are projected with Spanish subtitles, but in the reading people lose parts of the movie.
Creative Execution: This is an innovative and simple idea, that uses strategically the media (movie theatres) in relation with the brand, we used a common element as the movie subtitles and subtle transform then in an advertising media. We found the space where knowing English is needed in order to enjoy the movie in its totality, therefore making the brand message relevant.
Describe the creative solution to the brief/objective. In a movie theatre, after the movie has been playing for a minute, we made the subtitles move from its normal position until they finally move out of the screen and are projected on the wall at the side. Subtitles, that are still translating the movie dialogue normally, move until they are projected on the roof. They change again but now the following phrase is projected: Why aren`t you watching the movie? Learn English. English Excellent. Our message reached more than 9600 people in 2 weeks The tuitions doubles in one month Awareness: we moved from the 5th position to the 2nd
Describe the results in as much detail as possible. Our message reached more than 9600 people in 2 weeks. The tuitions doubles in one month Awareness: we moved from the 5th position to the 2nd
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