We had a simple idea. But to make it work, we had to spread it through all english speaking countries.

CNA, one of Brazil's largest language schools wanted to stand out from competition. So they came up with a new brand positioning: not only to have better students but to deliver A-grade citizens to society. The idea was to show that the learning process is as important as the results.

To make that happen, they wanted a communication campaign that focused on CNA's unique learning experience. But we delivered much more: a new teaching platform that not only delivered the message in a clear and inspiring way but was also a product that generated revenue for the company.

CNA's Speaking Exchange is a tool that connects Brazilian students eager to learn to senior citizens living in retirement homes in english speaking countries who want someone to share their life experiences with. Their conversation is reviewed by CNA teachers and the students receive feedback on their improvements.

The idea was cheap and simple as that. But to work, it had to be spread way beyond CNA's students. It had to draw the attention of the retirement institutions in other english speaking countries. How would we do it if CNA didn't have the money to invest in a global media campaign?

Well, we relied on the power of the idea. We set up a pilot experience with students from São Paulo and senior citizens in Chicago. The video we made proved so powerful and inspiring that it immediately went viral. Investing only in the platform's development and not a single extra penny, CNA became news in Brazil and other countries, taking social and tradicional medias by storm, increasing brand awareness and, most of all, changing the way people look at language schools.

The results keep coming:

• Speaking Exchange is a permanent program for CNA students;

• Extensive media coverage both in Brazil and other countries;

• More than 1 million organic YouTube views with zero media investment.

• An aprox.1,000% increase in fan interactions with CNA's facebook only a few days after the launching.

• An investment of U$10,000 that generated a ROI of over 380%.