Among CNA’s 500,000 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 that put students to 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 was students who were already enrolled, but the video also aimed at drawing new students and creating a differential that highlighted CAN among its competitors.

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.

Our response came in several ways: we had 'likes', shares, positive mentions on comments and the generation of spontaneous media. We got a 41 year old brand to thrill for the first time, people who have known it since they were kids. We drew new enrolments. We made CNA students proud, raising retention and the relationship. And last but not least, we gained educational differential that makes CAN stand out from its competitors. Especially online English schools, that now don’t have the digital as their domain territory.

The creative execution was relevant because it created market differential 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, nothing better than promoting the improvement of their students by offering them an experience that also makes them better people.