2016 Winners & Shortlists

NO BROBLEM

Short List
BrandBRITISH COUNCIL KSA
Product/ServiceCONVERSATION COURSE
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of Printed Content
Entrant Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Contributing Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Production Company RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Campaign

As the British Council in Riyadh, Saudi Arabia wanted to promote their newly introduced conversation courses that focused on pronunciation and speaking skills, they wanted to do so with a piece of communication that delivers a strong message in a simple and cost-effective way. They also wanted to demonstrate that they have a clear understanding of regional needs and problems when it comes to learning English. There are 28 letters in Arabic and none of them represents the letter P. The closest to it is a letter that sounds like B. This is why Arabic native speakers find it difficult to differentiate between B and P when they begin learning English. Tapping on this fact, the “No Broblem” kit was created and distributed to the targeted audience. It featured a self-learning technique on how to pronounce the B and P accurately. The practice sheet, when placed close to the mouth, flutters when pronouncing the letter P and doesn’t when pronouncing the letter B. The simple solution provided in the “No Broblem” kit was meant to increase the likelihood of it being shared continuously, hence, increasing the enrollments in the conversation courses.

(1) 35% more enrollments than the projected target. As a result, an additional class was run to accommodate the extra students (2) The self-learning technique video was viewed more than 54,000 times in just one week (3) Impressions reached 297,726 in one week (4) The idea was highly appreciated by Arabic native speakers and English speakers alike as it addresses a regional linguistic problem (5) The conversation courses will be launched in other Saudi cities (6) The kit also became a promotional B2B tool (7) Positive social media comments with light-hearted and deliberate misuse of the letters B and P.

Credits

Name Company Role
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
Aktham Kassam The Classic Partnership Advertising Art Director
Alok Gadkar The Classic Partnership Advertising Art Director
Aktham Kassam The Classic Partnership Advertising Copy Writer
Leslie Paul The Classic Partnership Advertising Copy Writer
Deshmukh Vitthal The Classic Partnership Advertising Agency Producer
Nasir Rauf Nasir Rauf Photographer