Easy Way: EASY WAY TEST

Credits & Description:

Category: Best Online Advertising in a Promotional Campaign

Advertiser: EASY WAY

Product/Service: LANGUAGE SCHOOL

Agency: LODUCCA

Creative Director: Guga Ketzer (Loducca)

Creative Director: Cássio Moron (Loducca)

Creative Director: André Faria (Loducca)

Copywriter: Alex Adati (Loducca)

Copywriter: Raphael Franzini (Loducca)

Web Development: Raphael Franzini (Loducca)

Account Director: Wilson Negrini (Loducca)

Illustrator: Sérgio Filho (Loducca)

Media placement: Web - Hot Site - 16 April 2012



Describe the objective of the promotion.

Easy Way is a language school in Brazil whose method of teaching is based only on conversation, with classes 100% in English. The brief was to promote their method and gain more students. So we created an online tool for users to check how good their pronunciation is, and attract more poeple to Easy Way's English classes.



Describe how the promotion developed from concept to implementation.

Google chrome has a special feature that transcribes voice to text. But if you don’t pronounce the words correctly, Google won’t understand you. So why not use this feature to create a new way to practice English? We created a game for English students to practice their pronunciation skills with Google’s speech-recognition tool. If Google can understand you, anyone can.



Explain why the method of promotion was most relevant to the product or service.

Many Brazilians know how to read and write very well in English, but we can't say the same of their pronunciation. However, many of them don't realise that. So the game used a feature of Google Chrome that only works if their pronunciation is correct to show if the user's pronunciation is as good as he/she thinks.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Only a week after the launch, the school perceived a 37% increase of requests for their English courses.