Direct > Use of Direct Marketing

SUBTITLE MAN

OGILVY PERU, Lima / ENGLISH EXCELLENCE / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

We took one 'foreigner' who only speaks English to bars. He was approaching girls trying to talk to them but they didn't understand. After a few sentences without getting an answer, instantaneous translation of what our 'foreigner' was saying started being displayed on his T-shirt in the form of subtitles allowing him and the other person to establish a conversation.

After a few minutes, the following text showed up:Talk to me, not to my T-shirt.

Learn English. English Excellence.With impact 5,000 people and 2,000 girls start learning English.Enrolment saw a 130% increase, more than the vacancies available.Brand recall raised to 158%.

ClientBriefOrObjective

- Increase the number of students in English Exellence, an English Institute.

- Expand awareness.- Expand interaction between potential students.

Many English-speaking foreigners visit Peru every year for sightseeing, leisure among other reasons. Some of them go to bars to meet girls but the majority of those girls don't speak English at all. We used that fact to develop a campaign which explains that if you don't speak English you are losing a lot of opportunities.

Effectiveness

First 3 months' results: Subtitle Man entered into more than 310 bars. With impact of over 5,000 people and over 2,000 girls to start learning English.Enrolment saw a 130% increase, more than the vacancies available.Brand recall raised to 158%.

Relevancy

It is an innovative and strong idea which transforms a normal situation into advertising space through The Subtitle Man, generating big interaction with the brand. We found a situation where knowledge of English is essential and we made it clear seeing how the conversation flows while the subtitles show on the T-shirt making the message brand-relevant.

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