English First: SMART Adults Campaign

EF (based in Switzerland) is the world leader in international education, 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.

EF is partnering with Martin to launch a new marketing effort for their Adult English program.

The campaign has just recently launched in China and will go up in Russia on March 1st.

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.”

OOH installations will go up in several prominent urban locations, including Shanghai, Beijing, Shenzhen, Moscow and St. Petersburg.