Among CNA’s 500 thousand students, not all of them have financial means to travel abroad to practice English with native speakers. In order to solve that, we created a new activity in which students talk on the internet with those who also want someone to talk to: residents of rest homes in the USA. The project’s video was launched on the internet, appealing to the strong emotional impact to generate shares. The campaign’s target were students who were already enrolled, but the video also aimed at drawing in new students and creating a difference that highlighted CAN among its competitors.

The creative execution was relevant because it created market differences and at the same time, held a solidary action in bringing the attention and energy of students to residents of American rest homes. A simple idea that became powerful by creating a relationship in which everyone wins. Students practice conversation, vocabulary and pronunciation. The elderly for having the company and friendship of the young. For the customer, which is an English language school, there is nothing better than promoting the improvement of their students by offering them an experience that also makes them better people.

The solution we found to highlight CNA among its 10 competitors was to create an educational exercise that teaches more than English, being also a solidary action with deep personal involvement. So that this emotional aspect would stimulate online sharing. Differentiating the school from others, offering something special to those who are already students and benefiting the brand’s image before the general audience.

Taking into account that the video’s airing was online, the response of the audience came in the form of “likes”, shares, positive mentions on comments and the generation of spontaneous media. Most importantly, the activity created a unique educational difference among CNA’s 10 competitors, drawing new enrolments. And it became a reason of pride for those who already study at the school, increasing retention and transforming the relationship between school and students.