2016 Winners & Shortlists

NO BROBLEM

BrandBRITISH COUNCIL KSA
Product/ServiceCONVERSATION COURSE
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryCorporate Image & Communication
Entrant Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Advertising Agency THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Production Company RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Brief

As the British Council in Riyadh, wanted to promote their newly introduced conversation courses that focused on pronunciation and speaking skills, they wanted to deliver a message that demonstrates their understanding of the region’s linguistic problems. Tapping on the fact that Arabic native speakers find it difficult to differentiate between the letters B and P when they begin learning English, the “No Broblem” kit was created and distributed. It featured a self-learning technique on how to pronounce the B and P accurately. The simple solution in the kit was continuously shared between people, hence, increasing enrollments in the conversation courses.

Creative Execution

The British Council in Riyadh, Saudi Arabia commenced the English conversation courses that focused on pronunciation and speaking skills, in December 2015. To help promote these courses, the “No Broblem” kit was distributed 2 weeks before commencement to Arabic native speakers. The kit featured a self-learning technique to help them pronounce the letters B and P accurately. This simple solution was one of the samples that the conversation courses offer. The successful number of enrollments for the first term resulted in the re-fabrication of the kit to promote the courses for the next term and also to be used as a corporate B2B promotional kit.

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

(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.

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

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 deliver a message that demonstrates their understanding of the regional linguistic problems. Tapping on the fact that Arabic native speakers find it difficult to differentiate between the letters B and P when they begin learning English, the “No Broblem” kit was created and distributed to the targeted audience. The kit featured a self-learning technique on how to pronounce the B and P accurately. This practice was one of the samples that the conversation courses offer. The simple solution in the “No Broblem” kit was meant to be shared between people continuously, hence, increasing the enrollments in the conversation courses.

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