DIFFICULT NUMBERS

Creative idea

British Side wanted to reach everyone eager to improve their English from white collar professionals to university students—by inviting intermediate learners to take advanced courses. One common problem among this group was switching back to Turkish when reading numbers in English. To make them experience this difficulty firsthand, short sentences containing playful statistics were created for different channels and audiences. Appearing as a one-sentence placement test across both online and offline media, these lines helped people recognize their own language gap. With a small budget, British Side simultaneously tested hundreds of thousands and invited them to its advanced 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
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