DIFFICULT NUMBERS

Creative idea

British Side aimed to reach everyone from white-collar professionals to university students wanting to improve their English. They invited intermediate English speakers to advance their skills through language courses. Many intermediates tended to revert to Turkish when reading numbers. To highlight this, fun statistics were crafted into short sentences across different channels and audiences. Appearing as single-sentence level tests both online and offline, these sentences let users experience their language challenges firsthand. With a small budget, BS conducted simultaneous level tests for hundreds of thousands, inviting them to advanced English courses.

Brand name: BRITISH SIDE
Advertiser / client: BRITISH SIDE
Product / service: PRODUCT
Campaign name: DIFFICULT NUMBERS
Agency network: INDEPENDENT AGENCY
Agency: KARPAT Independent Advertising Agency Istanbul
Additional company: MediaStore
Web address: http://www.britishside.com
!n/f[label_opt1:]: 1
Agency chief executive officer: Demir Karpat Polat
Creative director: Cantekin Güngör, Gamze İçhedef
Art director: Mustafa Kahraman
Copywriter: Cantekin Güngör
Account director (agency): Kevin Adato
Client account director: Nuri Karakuş
Strategic planner / strategist: Ece Yeniyol Kunt