When learning English becomes a human experience
Marketing has been passing from constant revolutions in the past years. The way consumers interact with brands has changed a lot, mostly because now people seek for brands which connect to their values and emotions. Not only companies have to be up to date with new Marketing trends and tools, but they also need to understand what are their deepest values, what do they care about, how do they do that and how do they market that.
Brands are about content their values. And the consumers that they conquest and that will be their evangelists need to be connected with that. An example that I personally like a lot and always have in mind when thinking about my Marketing campaigns is the Brazilian English Course, CNA´s Speaking Exchange campaign. There is no way of not getting your heart touched after watching to their post-action video.
The Speaking Exchange action consists of putting together two worlds that are totally distant but that can complement one another. From one side, students that need to practice oral English and what to have a real human experience. At the other side, elderly people from a Chicago based retirement community, that just need someone to talk to. CNA put the two together providing their students with a real-life experience and, at the same time, giving the elderly people the chance to teach and be useful to the students.
With this action, CNA not only showcases its values and connects emotionally with their audience, but also teach the students to be more conscious about social responsibility and human connection.
