To really learn a new language, it’s important for students to practice the language in real-life situations. But how can Brazilian students have a real life experience without leaving the classroom?

CNA found a way to give students this experience. Hello Pizza is an idea that turns a simple call to order pizza into an English lesson. The action distinguishes the brand from its competitors, strengthening its image as an innovative school that is passionate about learning.

Additionally, it brought the brand closer to students, who are proud of a school concerned with permanently integrating innovative solutions into its methodology.

The action brought the brand closer to students. Without any traditional paid media, the online video generated a large buzz and spontaneous media for CNA, allowing it to reach its audience and potential new partners. This series of actions distinguished CNA from its competition, bringing it closer to students (including new students), who are now even prouder of their innovative school that continuously explores new ways of teaching a language.

The video impacted over 12 million young Brazilians.

The action impacted over 415,000 students.

US$1.7 million in earned media.

Higher consumer perception of CNA as an innovative brand.

To promote this action to our young audience, we used one of the largest video channels: YouTube. In addition to strong segmentation power, it also has a strong affinity with the target.

The action therefore relied on two strategies: remarketing to a base of 530,000 users (those who have at some point already viewed the CNA channel) and associating it with topics of great interest to young people (Jobs and Education, Travel, Sports and Gaming) with a base of 400,000 views per week, generating coverage of the content for the target audience.

The 2014 Connected Life study, by TNS, compared media habits in 52 countries. Brazil was shown to have the highest Internet usage in the world, an average of 4 hours a day per person, 60% of which are spent simultaneously watching TV. Worldwide, 28% of users consume online videos every week, but in Brazil, this percentage is higher than the global average: 33% of internet users. CNA thus opted to promote the action via online video, as their audience has a higher affinity for that medium than any other. CNA’s students are proud of their school’s innovative teaching methodology.