| El Ojo Festival 2016 | ||
|---|---|---|
| Interactivo | Sitios y Micrositios de Bien Público | Bronce |
| Mobile | Uso de data | Bronce |
| Cannes Lions 2016 | ||
| Promo And Activation | Digital & Social: Use of Digital Platforms | Silver Lion |
| Promo And Activation | Sectors: Commercial Public Services | Bronze Lion |
Titile: Words To Watch
Agency: Ldc
Brand: Easy Way Language Center
Country: Brazil
Advertising Agency: Ldc, São Paulo
Entrant Company: Ldc, São Paulo
Media Agency: Ldc, São Paulo
Pr Agency: Ldc, São Paulo
Production Company: Ldc, São Paulo
Creative Director: Raphael Franzini (Ldc)
Executive Producer: Andre Michels (Ldc)
Creative Director: Cássio Moron (Ldc)
Programmer: Paulo Almeida (Ldc)
Creative Director: Fábio Saboya (Ldc)
Head Of Design: Eduardo Tallia (Ldc)
Editor: Ian Bortz (Ldc)
Programmer: Marcelo Agostinho (Ldc)
Chief Creative Officer: Guga Ketzer (Ldc)
Owner: Sergio Filho (Easy Way Language Center)
Creative Director: Sérgio Mugnaini (Ldc)
Strategy:
Data + Context = Learning. We’re leveraging subtitles data to turn YouTube videos into the perfect tool for language students. Search for a word and watch a real usage example.
Execution:
We created a database from scratch gathering subtitles data of thousands of YouTube videos. All captions are time-coded, so we know when the words appear in each video. With that info, we manage to take the original video, trim it, and stream a short part of it with the word you’re searching for.
Outcome:
The website is a great tool for English students, so it’s also a promotional tool for out language center. Because, in the end, to learn English for real, the best choice is to enroll in one of our courses. In just a few weeks, "Words To Watch" doubled the average daily traffic to the school’s website - where users are able to book lessons - and this generated more leads than slots available. Currently, all classes are sold out.
Campaign Description:
“Words To Watch” leverages the subtitles data of thousands of YouTube videos to get only the right moment of each video turning its content into a perfect tool for English students.
Synopsis:
When you are studying a language, learning the meaning of a word is not enough. You need to know how this word is actually used. The context in which it’s used, the appropriate intonation. And only real examples can teach that.