In a movie theater, after the movie has been playing for aminute, we made the subtitles move from its normal position until they finally move out of the screen and are projected on the wall at the side.Subtitles, that are still translating the movie dialog normally, move until they are proyected on the roof. They change again but now the following phrase is proyected:Why aren´t you watching the movie?Learn English. English Excellent. Leaflets with the number and website were available in the lobby.Our message reached more than 9600 people in 2 weeksThe tuitions doubles in one monthAwareness: we moved from the 5th position to the 2nd

Increase the number of new students in English Excellence, English Language Institute.Generate awareness.In Peru 87% of the population doesn’t speak english, but this skill is needed in work or Studies. We found a space where our message will reach directly to our potential target group: the movie theatres.This fact is more evident at the movies, because the vast majority of films are English spoken and are proyected with Spanish subtitles, but in the reading people lose parts of the movie.

Our message reached more than 9600 people in 2 weeks.The tuitions doubles in one monthAwareness: we moved from the 5th position to the 2nd

This is an innovative and simple idea, that uses strategically the media (movie theathers) in relation with the brand, we used a common element as the movie subtitles and subtle transform then in an advertising media.We found the space where knowing English is needed in order to enjoy the movie in its totality, therefore making the brand message relevant.