TOEIC ⎯ Opening Doors
Making Success Accessible
Tech & Digital services
Brief
TOEIC approached us with a challenge based on aspiration. They wanted to know how to reach immigrant communities in the UK who view English proficiency not just as a skill but as a way to access opportunities. While South Asian communities were a priority, the goal was larger, to become the trusted certification for anyone starting a new life in Britain.
Strategy
We created a campaign that connected with people where they were. We reached them in their homes through radio, in their communities through ethnic press, and online while they researched their futures. We designed and launched a fully responsive landing page that made the TOEIC journey easier, helping to make certification feel achievable rather than overwhelming.
The campaign ran across various channels. We used targeted radio ads on South Asian stations, placed articles in community publications, and implemented a consistent PR strategy. This positioned TOEIC as more than just a test, it became a tool for change. Interviews and coverage in key media outlets helped spread the message to a broader immigrant audience.
Results
The outcome was a campaign that generated not just awareness, but also action. It turned aspirations into enrollments in diverse communities throughout the UK.
3.2m
Impressions drove high-intent traffic to the website
227K
People were reached through targeted radio advertising
98K
Readers engaged through placements in ethnic press
200K
Additional reach came from 13 pieces of PR coverage and broadcast interviews
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
TOEIC ⎯ Opening Doors
Making Success Accessible
Tech & Digital services
Brief
TOEIC approached us with a challenge based on aspiration. They wanted to know how to reach immigrant communities in the UK who view English proficiency not just as a skill but as a way to access opportunities. While South Asian communities were a priority, the goal was larger, to become the trusted certification for anyone starting a new life in Britain.
Strategy
We created a campaign that connected with people where they were. We reached them in their homes through radio, in their communities through ethnic press, and online while they researched their futures. We designed and launched a fully responsive landing page that made the TOEIC journey easier, helping to make certification feel achievable rather than overwhelming.
The campaign ran across various channels. We used targeted radio ads on South Asian stations, placed articles in community publications, and implemented a consistent PR strategy. This positioned TOEIC as more than just a test, it became a tool for change. Interviews and coverage in key media outlets helped spread the message to a broader immigrant audience.
Results
The outcome was a campaign that generated not just awareness, but also action. It turned aspirations into enrollments in diverse communities throughout the UK.
3.2m
Impressions drove high-intent traffic to the website
227K
People were reached through targeted radio advertising
98K
Readers engaged through placements in ethnic press
200K
Additional reach came from 13 pieces of PR coverage and broadcast interviews
More Works
(MRA — 02)
©2024
TOEIC ⎯ Opening Doors
Making Success Accessible
Tech & Digital services
Brief
TOEIC approached us with a challenge based on aspiration. They wanted to know how to reach immigrant communities in the UK who view English proficiency not just as a skill but as a way to access opportunities. While South Asian communities were a priority, the goal was larger, to become the trusted certification for anyone starting a new life in Britain.
Strategy
We created a campaign that connected with people where they were. We reached them in their homes through radio, in their communities through ethnic press, and online while they researched their futures. We designed and launched a fully responsive landing page that made the TOEIC journey easier, helping to make certification feel achievable rather than overwhelming.
The campaign ran across various channels. We used targeted radio ads on South Asian stations, placed articles in community publications, and implemented a consistent PR strategy. This positioned TOEIC as more than just a test, it became a tool for change. Interviews and coverage in key media outlets helped spread the message to a broader immigrant audience.
Results
The outcome was a campaign that generated not just awareness, but also action. It turned aspirations into enrollments in diverse communities throughout the UK.
3.2m
Impressions drove high-intent traffic to the website
227K
People were reached through targeted radio advertising
98K
Readers engaged through placements in ethnic press
200K
Additional reach came from 13 pieces of PR coverage and broadcast interviews
More Works
©2024