English skills among Russian people are bordered with poor school curriculum, while people themselves consider their English skills to be quite satisfactory and don’t see any point in attending additional language classes. In order to solve this problem and to promote the language centre Talisman, we decided to show people, that their English skills are not satisfactory.

For this purpose we turned an ordinary café in the centre of Ekaterinburg into a London café. We turned all furniture details from Russian into English: menu, prices, books on the shelves, and instead of waitresses people were served by the Talisman teachers. During these 3 days the visitors of the café found themselves in the situation when they were forced to communicate in English. All participants of the campaign got the free class certificate. All the time during the campaign hidden cameras were working in the café, after that we edited a video, which became the main communication instrument. The news about the campaign was published by many internet resources and the video got lots of views during the first few days after releasing.

In order to reach our goal we decided to put people into English an speaking environment. We turned a café in the centre of Ekaterinburg into a London café, changing everything inside this café from Russian into English, starting with menus and ending with waitresses who were presented with Talisman personnel. During 3 days visitors of the café found themselves in the situation where they needed English right here right now. Every participant of the campaign received the certificate for free class in the language centre Talisman. During the whole time video recorders and hidden cameras were working in the café. Once the stunt had finished we edited a promotional video, which was posted on our YouTube channel.

- During just few days the video was viewed more than 12,000 times

- The news about the campaign was released with more than 100 local and federal internet resources

- The social media references surpassed 1,500

- One facebook post got more than 2,000 comments

- During just 3 days 286 visitor of the cafe took part in the campaign, 75 of them visited free classes, 47 signed contract for education in language center.

- During the moth after the campaign the language center Talisman completely filled all places in their classes.