Increase the number of new students in English Excellence, at the English Language Institute.Inform people that English Excellente is a good alternative to study English.Generate awareness.

Brand awareness rose from 5th to 2nd position.With this action we made tuitions double in one month.People realised of the importance of learning English.

87% of Peruvians do not speak English. Still, most movies are played in English and are shown with Spanish subtitles.In the movie theatres, after the movie has been playing for 1 minute, we made the subtitles move around the screen from their original position, until they finally move out of it and are projected on the wall at the side.The subtitles, which continue to translate the movie dialogue, continue to move until they are projected on the roof. They change again but now the following phrase is projected:Why aren´t you watching the movie?Learn English. English Excellence.English Language Institute.

This is an innovative and simple idea that takes a strategic advantage of the media (movie theatres) in relationship with the brand, because we use an every day element like movie subtitles and transform them subtly into advertising media.We found the space where knowing English is a must for enjoying the movie experience and make it relevant for the brand message.