04
Yázigi
Category
Positioning, Communication, Social Strategy
Client
Yázigi
Year
2016
Role
Manager
This is the story of a Brazilian English school that rediscovered its history. It shows how learning a second language can be a transformational tool that opens many doors
Case
Suspicious franchisees
Yázigi was a family business that became a Pearson franchise. For those families, an English school's most important mission is to make every student confident in their English skills and what the language can do for their lives, which takes time.
Pearson had a completely different vision, using English only as a professional tool. For families, students were part of their community and took many years to learn English; for the company, people should learn English as quickly as possible.
An incoherent brand without identity
Over the years, Yázigi has changed its positioning several times and still hasn't understood its true essence. This has worsened the situation, as franchisees contributed to the marketing budget but were unsure how to invest because they needed help translating the school's truth into their local context. Franchisees play a crucial role in shaping the brand's identity and mission.
Competitors Landscape
English schools' communication occupied the same space. It was short-term and focused on rationality. The quick promises of results affected Brazilian performance.
Popular culture chose a famous Brazilian football coach, Joel Santana, to represent how bad most Brazilians' English was, but the data tells a different story: we are all Joel Santana.
Still, people know the importance of learning proper English. Many examples of students use the language to work, study, and live abroad. Our investigation showed us that many of those examples are linked to the 'world citizen culture' of Yázigi, a concept that emphasizes not just language skills, but also the ability to adapt and thrive in diverse global environments.
Communication Role
The Yázigi school trained thousands of students with remarkable stories that could inspire others. Communication should highlight the world's citizens who graduated from the YZG.
We chose two students who brought our concept to life in a short film about Ronaldo and Anielle.
Ronaldo lived in a poor neighborhood, and English was a unique tool that transformed his life. He interned at a global company and met his current girlfriend in an exchange program.
Anielle launched her startup and gave a speech at the UN. Without knowing English, she couldn't access spaces like that.
Azagal, a member of Jovem Nerd, was known by his community for his poor English, so much so that he would disappear during English interviews and become a podcast episode.
To show that YZG's English was a tool for transformation, we conducted Azagal's first English interview at Comic-Con San Diego.
Azagal studied for 6 months to conduct the interview. During this period, we released several micro-content pieces from our channel (NerdPlayer, Game Play, Interviews, etc.) leading up to the interview at Comic-Con San Diego.
Suspicious franchisees
Yázigi was a family business that became a Pearson franchise. For those families, an English school's most important mission is to make every student confident in their English skills and what the language can do for their lives, which takes time.
Pearson had a completely different vision, using English only as a professional tool. For families, students were part of their community and took many years to learn English; for the company, people should learn English as quickly as possible.
An incoherent brand without identity
Over the years, Yázigi has changed its positioning several times and still hasn't understood its true essence. This has worsened the situation, as franchisees contributed to the marketing budget but were unsure how to invest because they needed help translating the school's truth into their local context. Franchisees play a crucial role in shaping the brand's identity and mission.
Competitors Landscape
English schools' communication occupied the same space. It was short-term and focused on rationality. The quick promises of results affected Brazilian performance.
Popular culture chose a famous Brazilian football coach, Joel Santana, to represent how bad most Brazilians' English was, but the data tells a different story: we are all Joel Santana.
Still, people know the importance of learning proper English. Many examples of students use the language to work, study, and live abroad. Our investigation showed us that many of those examples are linked to the 'world citizen culture' of Yázigi, a concept that emphasizes not just language skills, but also the ability to adapt and thrive in diverse global environments.
Communication Role
The Yázigi school trained thousands of students with remarkable stories that could inspire others. Communication should highlight the world's citizens who graduated from the YZG.
We chose two students who brought our concept to life in a short film about Ronaldo and Anielle.
Ronaldo lived in a poor neighborhood, and English was a unique tool that transformed his life. He interned at a global company and met his current girlfriend in an exchange program.
Anielle launched her startup and gave a speech at the UN. Without knowing English, she couldn't access spaces like that.
Azagal, a member of Jovem Nerd, was known by his community for his poor English, so much so that he would disappear during English interviews and become a podcast episode.
To show that YZG's English was a tool for transformation, we conducted Azagal's first English interview at Comic-Con San Diego.
Azagal studied for 6 months to conduct the interview. During this period, we released several micro-content pieces from our channel (NerdPlayer, Game Play, Interviews, etc.) leading up to the interview at Comic-Con San Diego.
Suspicious franchisees
Yázigi was a family business that became a Pearson franchise. For those families, an English school's most important mission is to make every student confident in their English skills and what the language can do for their lives, which takes time.
Pearson had a completely different vision, using English only as a professional tool. For families, students were part of their community and took many years to learn English; for the company, people should learn English as quickly as possible.
An incoherent brand without identity
Over the years, Yázigi has changed its positioning several times and still hasn't understood its true essence. This has worsened the situation, as franchisees contributed to the marketing budget but were unsure how to invest because they needed help translating the school's truth into their local context. Franchisees play a crucial role in shaping the brand's identity and mission.
Competitors Landscape
English schools' communication occupied the same space. It was short-term and focused on rationality. The quick promises of results affected Brazilian performance.
Popular culture chose a famous Brazilian football coach, Joel Santana, to represent how bad most Brazilians' English was, but the data tells a different story: we are all Joel Santana.
Still, people know the importance of learning proper English. Many examples of students use the language to work, study, and live abroad. Our investigation showed us that many of those examples are linked to the 'world citizen culture' of Yázigi, a concept that emphasizes not just language skills, but also the ability to adapt and thrive in diverse global environments.
Communication Role
The Yázigi school trained thousands of students with remarkable stories that could inspire others. Communication should highlight the world's citizens who graduated from the YZG.
We chose two students who brought our concept to life in a short film about Ronaldo and Anielle.
Ronaldo lived in a poor neighborhood, and English was a unique tool that transformed his life. He interned at a global company and met his current girlfriend in an exchange program.
Anielle launched her startup and gave a speech at the UN. Without knowing English, she couldn't access spaces like that.
Azagal, a member of Jovem Nerd, was known by his community for his poor English, so much so that he would disappear during English interviews and become a podcast episode.
To show that YZG's English was a tool for transformation, we conducted Azagal's first English interview at Comic-Con San Diego.
Azagal studied for 6 months to conduct the interview. During this period, we released several micro-content pieces from our channel (NerdPlayer, Game Play, Interviews, etc.) leading up to the interview at Comic-Con San Diego.
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