| Título | Linked To The Future |
| Agencia | Y&R Lima |
| Campaña | Linked To The Future |
| Anunciante | Británico English Institute |
| Marca | Británico English Institute |
| Posted | Junio 2014 |
| Sector Empresarial | Educacion superior, Escuelas |
| Filosofía | LinkedIn used as brand platform for Británico Institute for the first time. Y&R Peru and Británico Institute -Peruvian leading English Institute- just launched “Linked To Your Future”, an action that uses LinkedIn to prove the importance of knowing English to succeed in the work world. |
| Problema | The action consisted in identifying Peruvian LinkedIn users who only spoke Spanish and subsequently send them a friendship request which was impossible to reject: a request coming from themselves... except for one detail: even though the profiles had the same user name and profile picture, their résumés had been modified by Británico Institute and showed international professional careers featuring important positions at major companies in English-speaking countries. And these enviable résumés all ended in the same message: “This is what your professional future could look like if you spoke English. Learn it at Británico.” |
| Resultado | The direct, zero-cost action in this new medium brought together a specialized team who for two weeks worked on spreading and managing the requests. From the hundreds of profiles created, 76% of them were seen by the original users, thus increasing visits to Británico Institute’s website by 23%. |
| Medio | Case Study |
| Duración | |
| Director ejecutivo de creación | Flavio Pantigoso |
| Supervisor de arte | Christian Sánchez |
| Digital Director | Ed Félix |
| Director creativo | Daniel De León |
| Responsable de conceptos / redactor | André Toledo |
| Director artístico | Jorge Rocca |
| Director artístico | Carlos Tapia |
| Productor de la agencia | Jorge Luis Noblecilla |
| General Manager | Eduardo Grisolle |
| Director de cuentas | Carla Wilson |
| Ejecutivo de cuentas | Karla Whittwell |
| Ejecutivo de cuentas | Pamela Bedoya |
| Postproducción | Zeppelin Studios |
| Productor | Daisy Salas |
| Producción de sonido | Kazoo Audio |
| Supervisor de clientes | Cecilia Kruger |
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