The app was developed to help students, the pizzeria and their customers communicate. WebRTC technology intercepted phone calls in the US and transferred them to the app in Brazil via VoIP. Then students would answer the phone calls in their classrooms using a tablet and take the customers’ orders. The orders were then sent to the pizzeria, where they were printed by a Hello Pizza printer, also developed specifically for the action. The longer the clients spoke with the students while their pizzas were being made, the larger their discount. The app also aided conversation by suggesting topics.

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 distinguishes 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 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?

With this in mind, CNA found a way to give its students real life experiences and stand out from the competition. Hello Pizza is an idea that can turn a simple call to order pizza into an English lesson. The app, developed exclusively for this action, allowed Brazilian students to answer calls made to US pizza restaurants. First, the students took the order, which was sent to the US, then they held a conversation with the clients, who received progressively larger discounts the longer they remained on the line.