The Challenge
British Council wanted to make a short advertising campaign that would run for three weeks, in order to promote their language exams. They didn’t want anything big, just a campaign that would involve advertising on city lights. The target audience was young people and students (18-25 years of age) who are keen on sitting these exams in order to gain an English language diploma/certificate which would ensure them an advantage over other people (in terms of job applications and university placements). The campaign would run in the three major Serbian cities: Belgrade, Novi Sad and Nis.
The Solution
Because we had to stick to the client’s standards, our creativity was slightly limited – we had to use a black and white photograph of a person, a white background, the “Success Tomorrow Starts Today” slogan, and the red box into which we could place information.
Since we were restricted with the possibility of creating any kind of visuals that didn’t strongly stick to the client’s standards, I suggested that we do something a little more interesting than just place photographs of random people on the visuals. Instead, I recommended that we choose two actual University students (male and female) and photograph them. British Council would be willing, for the sake of the campaign, to let these two students sit language exams which most suit them, free of charge. When the campaign runs, we would organize for these two students to have their own blog, where they would write daily/weekly updates and report on how they are going in terms of preparations for their exams – the blog was created in the form of a Facebook group: www.britishcouncil.rs/facebook . Finally I advised the creative team that we should place the visuals on city lights at bus and tram stops that are closest to Universities – this way we would reach more of our target group, since it is common for students in Serbia to travel more frequently by public transport than personal transport.
The copy on the city lights was predominantly aimed at putting across a message of ‘future success’ due to the help of the British Council exams.
The Result
The client was amazed with the idea and agreed to it straight away. The concept with the two students writing blogs and being given a chance to sit British Council exams free of charge, generated lots of publicity and increased people’s perceptions of the client as a very corporately responsible company/institution. The overall campaign was a huge success and British Council reported having an increased number of interested candidates come to them and get informed about the English language exams.
The Translation
City light – Male (front)
How long have you be waiting for success?
Boris Sevo, Second Masters of Architecture
“Today every company is looking for people with a good knowledge of the English language. In June I will be sitting the BEC* exam which will enable me to find a job much easier, and will open doors for further personal improvement. I believe that this diploma is a considerable step forward.”
*Business English Certificate
Have a look at how Boris is preparing for his exam on www.britishcouncil.rs/facebook.
City light – Male (back)
It doesn’t matter which station you leave from, you will reach success.
It doesn’t matter where you work, whether you learned English in high school, University, or a language school, we have exams and diplomas which are just right for you. Let this station be the first step to your success.
How successful you’ll be tomorrow, depends on how much effort you put in today. Sit one of our exams and achieve your desired results.
City light – Female (front)
How long have you be waiting for success?
Jelena Risticevic, Second Year Economics Student
“I have decided to sit the FCE* exam in June, in order to confirm my knowledge of the English language, which I have as an exam this year at University. An international diploma, such as this one, opens many doors for me in life and represents a fantastic start to my further self improvement.”
*First Certificate in English
Have a look at how Jelena is preparing for her exam on www.britishcouncil.rs/facebook.
City light – Female (back 1)
It doesn’t matter which station you leave from, you will reach success.
It doesn’t matter where you work, whether you learned English in high school, University, or a language school, we have exams and diplomas which are just right for you. Let this station be the first step to your success.
How successful you’ll be tomorrow, depends on how much effort you put in today. Sit one of our exams and achieve your desired results.
City light – Female (back 2) Note: there were two versions of the female city light that ran.
Success Tomorrow Starts Today
It’s up to you to achieve it!
Only one institution in Serbia gives you the opportunity to attain British qualifications that are recognized anywhere in the world. It doesn’t matter whether you require an internationally accepted diploma in English, Law, Finances or any other field; we have the ideal exam for you. Welcome to British Council.
How successful you’ll be tomorrow, depends on how much effort you put in today. Sit one of our exams and achieve your desired results.
|
0 Comments -