Brand Experience and Activation > Use of Promo & Activation

CELEB GRAMMAR COPS

OGILVY BRASIL, Sao Paulo / RED BALLOON / 2013

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

Red Balloon is the leading chain of English Schools for Kids chain in Brazil. Their branches work with children from the age of 3 onwards.

We wanted to promote it, using the fact that at the age of 8-9 years old, Red Balloon students can speak or write in English as well as a native speaker.

Implementation

We created Celeb Grammar Cops, teams of 8-13 year old students who check and correct their idols’ tweets, replying to them with their own pictures and exposing their mistakes and the corrections to millions of fans and parents. The whole action became a video, later replied in different educational and even educational websites. And that drove to new clients looking for our school.

Outcome

The Celeb Grammar Cops received hundreds of replies and retweets and humorous and educational sites posted our action tweets and videos. But despite creating such a buzz, the key here was raising awareness of two facts: the effects of social media on kids' education and the proof point of the quality of Red Balloon English Schools: awareness. The whole action created a huge waiting list of parents who want to enrol their kids to study English at Red Balloon.

Relevancy

The main point of Celeb Grammar Cops was to use a platform that Red Balloon’s students already use to have fun, and that their parents use as an entertainment and information channel. The brand took advantage of an open channel to question how social media is bringing bad grammar to a new level of exposure, especially when multiplied by the twitter audience/followers of celebrities.

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