EF Englishtown teaches "Funny Football Slang" during World Cup Fever on Yahoo.

OPPORTUNITY

  • As world cup was a buzz of the town during the World Cup Fever, EF Englishtown appointed a famous local illustrator to draw a series of iconic "primary chicks" for introducing some funny football slangs in English. The campaign targeted not only football lovers but also mass working adults who wanted to upgrade their competitiveness by enhanced English skill. Yahoo HK was chosen to generate good quality leads and arouse awareness of English learning.

SOLUTION

Yahoo Native Ad Solution:

  • Chose Yahoo Native Ad as one of its advertising channels, integrating with some other Ad formats in Yahoo homepage, dictionary, ROS, etc.
  • Created and displayed different versions of ad under the world cup theme for creative optimization according to different lead performances including lead volume, quality of the leads, cost per lead and ROI.
  • Offered free practical English learning materials to audience who engaged with different ad creative.

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RESULTS

  • Attracted 2 times more in page visits compared with the traditional online display ad format, and around 10% increase in lead validity
  • Acquired many young adults for the English lessons
  • Won the Best Native Ad Merit Award in the Yahoo Big Idea Chair Awards 2014

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TESTIMONIAL

"As a long-standing partner of Yahoo, Englishtown is very proud to have taken part in the newest wave of online advertising momentum - Stream/Native Ad pilot, along with over 100 renowned brands in town. 

Leveraging the hottest buzz in town the World Cup, Englishtown is very impressed with success and the page visit brought about by the new Stream Ad platform. We see this new ad format attracts 2 times more in page visit compared with the traditional online display ad format, and around 10% increase in lead validity. 

As Hong Kong people enjoy and fully embrace the power of mobile, I am glad that Yahoo offers the optimized Stream Ad platform at the right time for brands and advertisers like Englishtown to provide the best contextual messages for the HK community."

Christine Lo, Marketing Director, Englishtown (HK) Limited

Advertiser: Englishtown (HK) Limited