The British Council embarked on a cost-effective digital campaign to help raise its profile with prospects - working professionals who are non-proficient in English. An online presence is integral
as the Internet is a rich resource for the target audience to read articles and improve their language proficiency. Emphasizing that the average Internet user is exposed to a myriad of banner ads when they are online, the tactic for this direct campaign was to make life easier for the user rather than posting one-directional ads and messages to them, in order to capture their attention and trigger an interaction.