"Thailand's English proficiency remains low- 3rd worst in Asia despite the country's large tourism industry," stated the report from Education First’s annual English Proficiency.

In fact, English academic problem is like other countries mainly due to lack of English curriculum, funding and resource. But it may not be entirely true for Thailand. Fact is, all Thai students learn English since kindergarten and it is compulsory as second language in curriculum until university.

The deep insight is that Thais get familiar with English by memorizing word by word, mumbling grammar rule, learning from traditional teacher with outdated curriculum. Coaching is quite passive and lacks practical training.

Therefore, role of brand Omo was to drive Thai student having standard education to strive in future career under “Bright future, Bright academy” theme. In order to achieve this, Omo needs to address the toughest problem of Thai academy, to improve proficiency in English.

We began this project with distributing lessons through BOT in Facebook messenger and Youtube channel to create massive awareness among Thai students. Students registered program to take course based on their current English skill. BOT allowed us to collect users’ data and personalized the course to match each student capability in conversational way that makes them feel comfortable at the beginning stage while the program continually updated and drove student to the next lessons.

As students started participating in course and completed some basic lessons as a tourist guide, we kicked off “Shine bright for Thailand” campaign. This campaign was a search for a student who presented the most impressive content of a local attraction in English. We got wide variety of content and insightful stories and travel tips through local students. An unseen Buddha head in tree trunk by Ayuthaya student and best Thai curry shop behind Khao Sarn Road by Bangkok student are some of examples. The winner was rewarded with scholarship and fame, featured in lessons with Luk Golf teacher and local attraction contents were promoted in social media.