Looking across the segment of language schools in Brazil, the difficulty in communicating something branded and exclusive is notorious. Once this kind of service was quite often treated like a commodity.Today language schools are using celebrities, humour and great cinematographic productions to convey the message that applies to any player in the market.This is the Achilles’ heel of the language schools segment, in which schools do no use branded contents because they don’t own something true and properly.However, Cultura has: it’s not just a school. It is a cultural institution, teaching English through culture.

We have developed an online strategy whose objective was to make content that circulates among internet users in a true way, without the presence of any brand.Through trendsetters, we prompted internet users to discuss the content, disseminating it spontaneously.This dissemination was encouraged on the main sites where internet users usually seek contents related to music:- Music-related Blogs/Vlogs- Music channels: Soundcloud, last FM, MySpace, YouTube.- Social networks: Twitter and Facebook;Circulating on the web in an authentic way, the content conquered the youth, gaining life by good old fashioned word of mouth and, also in this case, retweeting.

1st results:We repositioned the brand through a platform that came to life on the internet through music, and evolved to an advertising campaign, innovating the category of language schools.Re-engaged students: we changed the perception that Cultura is boring, like any other school, and recovered that sense of pride for belonging to a school which promotes culture and which uses culture to teach English.Enrolments boom: We built a strong connection with young people who, through music, started to see Cultura Inglesa as the best and truest English school.

The branded band content: proprietary and long term branded band content.