British Council: Know your English banner

Sashi Kumar

This case demonstrates how British Council, the English-language teaching organisation, re-imagined the banner ad as a learning tool to help raise its profile among potential students in Singapore.

British Council: Know your English banner

Sashi Kumar

Campaign details

Brand owner: British CouncilLeading agency: Grey Group SingaporeBudget: Up to 500kCountry: SingaporeIndustry: Charities and voluntary organisations; Educational, universitiesMedia: Internet - display

Market background and cultural context

The importance of English in Singapore

From the earliest days of independence, English has been the lingua franca of the country. While Bahasa Malayu, Tamil and several Chinese dialects are also key components of its linguistic heritage, Singapore adopted English as its first language in 1965, establishing it as the language of business,...

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