Education First Adult Campaign
Education First (headquartered in Switzerland) is committed to breaking down barriers of language, culture and geography through the highest quality of educational experiences. In 2012, The Martin Agency began working with EF's English First brand, which focuses on teaching the English language internationally, and launched the first large-scale unified campaign that EF had ever done.
Next week, EF is partnering with Martin to launch a new marketing effort for their Adult English program.
As an extension of their Fall 2012 campaign for the children’s English programs in China, Russia and Indonesia, this adult campaign focuses similarly on bodies in motion, conveying Education First’s mission to help people move forward with confidence, both in their education and careers.
Where the children’s campaign focuses on broadening geographical horizons for kids through the English language, the adult campaign uses the image of business people in acrobatic motion and exploding chalk around them to demonstrate the endless opportunities that the English language provides for upward mobility in the workplace.
Research conducted by Education First shows that businessmen and women outside the U.S. who can speak English earn an average salary of 30-50% more than those who don’t speak the language. With this in mind, the new campaign centers on taking control of your career, with headlines like “Go be your boss’s boss,” “Go from rut to rocket” and “Be your own secret weapon.”
The campaign is slated to launch in China right around the February 10th Chinese New Year and will go up in Russia on March 1st.
OOH installations will go up in several prominent urban locations, including Shanghai, Beijing, Shenzhen, Moscow and St. Petersburg.
We’d love to connect you with our EF client, Alex Bunch, EVP/Global Creative & Brand Director if you’re interested in learning more about the marketing campaign. Please let me know and I’d be happy to arrange a call.
Client: Education First
Client location: London, England
Topic: English First- Education Courses (Adults)
First Run Date: Feb/March 2013
Ad Name(s): SMART Adults Campaign (Russia, China)
Agency: The Martin Agency, Richmond VA, USA
Chief Creative Officer: Joe Alexander
Creative Director: Brian Williams
Copywriter: Jeanette Tyson
Art Director: Mark Brye
Account Director: Ian Davidson
Account Executive: Jacki Juenger
Project Manager: Emily Masters
Photographer: Daniel Pothecary
Digital Imaging: Smoke & Mirrors