Campaign with signature Im a Lion, reinforces pride of belonging and transformation power of the Englishman
Cultura Inglesa launched a new campaign to boost enrollment in its English courses this second semester. Carried out by the Santa Clara agency, the campaign features images generated via Artificial Intelligence (AI) technology, offering tailored content that reinforces the brand’s identity and reaches the different audiences targeted by the institution.
When planning a campaign, advertising agencies often resort to traditional image banks to choose ready-made images or even their own photographic production. With AI technology, we took this process a step further, providing specific information, through prompts (commands), in which we bring references and direct the rehearsal style we want, including lens, light, facial expression, in addition to tuning. student profiles and specific physical characteristics, thinking about the target audience of Cultura Inglesa. Thus, we generate images with greater representation of future students of Cultura Inglesa, in line with the motto Cultura Inglesa para Todos, explains Leo Avila, CCO of Santa Clara.
To generate the images, Santa Clara used the generative Artificial Intelligence service developed by the American company Midjourney, from San Francisco (California). Technology also allows the agency to produce an infinite campaign, which evolves according to the results of digital performance, media learning, as well as feedback from consumers themselves. From there, the company can create new characters on the fly to portray as wide a variety of Lions as possible.
The use of Artificial Intelligence to create this campaign is fully in tune with the academic methodology of Cultura Inglesa, which relies on new technologies to offer a more digital experience in teaching English. The AI itself is used, for example, in communicating with our students through automated chatbots available 24 hours a day, which answer questions and help students on any subject. For the next semester, we are going to implement metaverse technology for a more immersive learning experience, says Leandro Rubim, director of academic digital products at Cultura Inglesa.
The Im a Lion signature, which accompanies the new Cultura Inglesa campaign pieces, rescues the essence of the Proud to Be motto, which was present in recent brand campaigns. Lions are the students of CI, in reference to the traditional logo of the lion, which translates the spirit of claw, strength and determination. In this way, the signing of the new campaign reinforces the pride of students and former students in openly sharing that they do or have done English at Cultura Inglesa.
The concept behind the new campaign is the pride of being part of the English Culture and the sense of community and belonging already experienced and shared by our students and even alumni. The statement I do Cultura Inglesa or I did Cultura Inglesa is recurrent, for many years, because of this feeling. So we make a point of awakening this desire for belonging and transformation through learning in people who want to speak and live English, says Samia Maron, executive director of marketing at Cultura Inglesa.
The pieces of the new campaign are aimed at all the targets of the brand’s courses for children, teenagers and adults. The materials are already being broadcast on digital media, such as the Google and Meta platforms, and on offline media, such as radio and OOH, and should circulate throughout the country during the month of July.
