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The British Council appoints M&C Saatchi to launch new adult English course in Hong Kong

ASIA-PACIFIC – HONG KONG, FEBRUARY 1, 2013 – The British Council, a world leader in English language teaching, has appointed M&C Saatchi Hong Kong to launch its first advertising campaign for myClass, the brand new adult course which provides English learners with greater flexibility, convenience and choice.

Chris Leung, director of marketing and communications for British Council Hong Kong, mentioned that “the British Council already provides English courses of the highest quality in Hong Kong, and with myClass we want to further improve our offers by giving students much greater control over their learning progress.  Using the newly built online booking system, the students can select the class date and time, topic and teacher anytime and even change their selection if necessary.  The new campaign highlighted how myClass enables adult learners to build up their confidence in speaking English.”

After a competitive pitch, M&C Saatchi was appointed to work on this campaign in Q4 2012. The British Council was very happy about M&C Saatchi’s using their Brutal Simplicity philosophy to come up with a strong and simple idea of unbite, unbutton and unzip your lips.

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“In terms of the campaign results, the early signs are promising and we’re on track to achieving our initial targets,” said Chris.

Glenda Tsang, Group Account Director of M&C Saatchi Hong Kong said: “We really like this campaign. The talents’ quirky look in the ad is funny and interesting, which is an exaggerated way to portray learners’ desire to speak English. We hope the audience can get the message across easily, while also appreciating the fun element of the visual.”

myClass is the new adult English course from the British Council. The campaign has been run in print, online, mobile and out-of-home since mid-January 2013.

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